need to set "font-lock-mode"

"The most important variable for customizing Font Lock mode is
`font-lock-keywords'.  It specifies the search criteria for
search-based fontification.  You should specify the value of this
variable with KEYWORDS in `font-lock-defaults'."

font-lock mode search-based fontification:
 font-lock-add-keywords
 font-lock-remove-keywords

font-lock-defaults : when nil, no highlighting is done

This seems to work for the current buffer (tho might have to toggle
font-lock-mode)
(setq font-lock-keywords '( ("NAME") ("DESCRIPTION") ) )
to give NAME, DESCRIPTION keyword highlighting.

Here's a nasty gotcha:

When defining keyword pairs like
("NAME" . font-lock-keyword-face)
it works because font-lock-keyword-face is BOTH a face AND
a variable set like
(defvar font-lock-keyword-face 'font-lock-keyword-face)
SO .. when you want to use your own faces (whose names are not
also variables), you need
("NAME" . 'pod-section-face)
but 
("NAME" . pod-section-face)
won't work.


