Fixed differences between cmake rc files and autotools

[bryancall]

Diff of the two scripts (cmake and autotools generated) before this PR:

09:08:47 zeus:(master)~/dev/apache/trafficserver/build$ diff /opt/ats/bin/trafficserver /tmp/trafficserver.autotools
46c46
< TS_PACKAGE_NAME="trafficserver"
---
> TS_PACKAGE_NAME="Apache Traffic Server"
117c117
< TS_PIDFILE=${TS_PIDFILE:-$TS_BASE/opt/ats/var/server.lock}
---
> TS_PIDFILE=${TS_PIDFILE:-$TS_BASE/opt/ats/var/trafficserver/server.lock}
121c121
< STDOUTLOG=${STDOUTLOG:-$TS_BASE/opt/ats/log/traffic.out}
---
> STDOUTLOG=${STDOUTLOG:-$TS_BASE/opt/ats/var/log/trafficserver/traffic.out}
123c123
< STDERRLOG=${STDERRLOG:-$TS_BASE/opt/ats/log/traffic.out}
---
> STDERRLOG=${STDERRLOG:-$TS_BASE/opt/ats/var/log/trafficserver/traffic.out}
182,184c182,184
< if [ ! -d $TS_BASE/opt/ats/var ]; then
< 	mkdir -p $TS_BASE/opt/ats/var
< 	chown nobody: $TS_BASE/opt/ats/var
---
> if [ ! -d $TS_BASE/opt/ats/var/trafficserver ]; then
> 	mkdir -p $TS_BASE/opt/ats/var/trafficserver
> 	chown nobody:nobody $TS_BASE/opt/ats/var/trafficserver