pip/venv in `before_install`; override `install` for docs build

Rather than adding an `if [ -n "$DOCS" ]` as a separate install
instruction, this simplifies the travis-ci logic to do the pip/venv
setup in the `before_install` hook, leaving the install hook to just
install the needed packages.

This makes the default install script simpler: it doesn't need to check
NATIVE_DEPS or DOCS because both of those now override `install`
anyway, so the top-level `install` is really just the install for the
gcc-4.8 and osx builds; the docker builds and docs build override
install completely.