Can't use sphinx markup in directory readme's

examples/django/README.rst

@@ -5,23 +5,23 @@
 Contents
 ========
 
-:file:`proj/`
--------------
+``proj/``
+---------
 
 This is the project iself, created using
-:program:`django-admin.py startproject proj`, and then the settings module
-(:file:`proj/settings.py`) was modified to add ``tasks`` and ``demoapp`` to
+``django-admin.py startproject proj``, and then the settings module
+(``proj/settings.py``) was modified to add ``tasks`` and ``demoapp`` to
 ``INSTALLED_APPS``
 
-:file:`tasks/`
---------------
+``tasks/``
+----------
 
 This app contains the Celery application instance for this project,
 we take configuration from Django settings and use ``autodiscover_tasks`` to
 find task modules inside all packages listed in ``INSTALLED_APPS``.
 
-:file:`demoapp/`
-----------------
+``demoapp/``
+------------
 
 Example generic app.  This is decoupled from the rest of the project by using
 the ``@shared_task`` decorator.  Shared tasks are shared between all Celery
@@ -31,6 +31,7 @@ instances.
 Starting the worker
 ===================
 
-.. code-block:: bash
+The ``DJANGO_SETTINGS_MODULE`` environment must be set when starting the
+worker::
 
     $ DJANGO_SETTINGS_MODULE='proj.settings' celery -A tasks worker -l info