Make the collector builder name consistent regardless of how it's installed

[woody1872]

Inspired by/similar to 528, can we make the builder name consistent?

Currently, if downloaded via the releases repo (the recommended approach), it's called ocb. If you use go install, it's called builder.

[mx-psi]

If we move the builder to releases, I would tackle this one at the same time to not do two breaking changes at the same time