As discuss today in interchange, we are getting feedback that folks visiting the website can't find an easy path to install openwhisk or finding why would they need to install it in the first place.
I created an issue to track updates to the website. https://github.com/apache/incubator-openwhisk-website/issues/255 It also refers to the issue about INSTALL.md in the core repo https://github.com/apache/incubator-openwhisk/issues/3498 -- Carlos