diff --git a/cmd/serve/dlna/dlna.go b/cmd/serve/dlna/dlna.go
index a6b71bf24..0c9d2fbca 100644
--- a/cmd/serve/dlna/dlna.go
+++ b/cmd/serve/dlna/dlna.go
@@ -34,14 +34,16 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "dlna remote:path",
 	Short: `Serve remote:path over DLNA`,
-	Long: `rclone serve dlna is a DLNA media server for media stored in an rclone remote. Many
-devices, such as the Xbox and PlayStation, can automatically discover this server in the LAN
-and play audio/video from it. VLC is also supported. Service discovery uses UDP multicast
-packets (SSDP) and will thus only work on LANs.
+	Long: `Run a DLNA media server for media stored in an rclone remote. Many
+devices, such as the Xbox and PlayStation, can automatically discover
+this server in the LAN and play audio/video from it. VLC is also
+supported. Service discovery uses UDP multicast packets (SSDP) and
+will thus only work on LANs.
 
-Rclone will list all files present in the remote, without filtering based on media formats or
-file extensions. Additionally, there is no media transcoding support. This means that some
-players might show files that they are not able to play back correctly.
+Rclone will list all files present in the remote, without filtering
+based on media formats or file extensions. Additionally, there is no
+media transcoding support. This means that some players might show
+files that they are not able to play back correctly.
 
 ` + dlnaflags.Help + vfs.Help,
 	Run: func(command *cobra.Command, args []string) {
diff --git a/cmd/serve/ftp/ftp.go b/cmd/serve/ftp/ftp.go
index b8022599e..f8ba81725 100644
--- a/cmd/serve/ftp/ftp.go
+++ b/cmd/serve/ftp/ftp.go
@@ -80,9 +80,9 @@ var Command = &cobra.Command{
 	Use:   "ftp remote:path",
 	Short: `Serve remote:path over FTP.`,
 	Long: `
-rclone serve ftp implements a basic ftp server to serve the
-remote over FTP protocol. This can be viewed with a ftp client
-or you can make a remote of type ftp to read and write it.
+Run a basic FTP server to serve a remote over FTP protocol.
+This can be viewed with a FTP client or you can make a remote of
+type FTP to read and write it.
 
 ### Server options
 
diff --git a/cmd/serve/http/http.go b/cmd/serve/http/http.go
index 780aa9c91..c809d6c33 100644
--- a/cmd/serve/http/http.go
+++ b/cmd/serve/http/http.go
@@ -47,9 +47,9 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "http remote:path",
 	Short: `Serve the remote over HTTP.`,
-	Long: `rclone serve http implements a basic web server to serve the remote
-over HTTP.  This can be viewed in a web browser or you can make a
-remote of type http read from it.
+	Long: `Run a basic web server to serve a remote over HTTP.
+This can be viewed in a web browser or you can make a remote of type
+http read from it.
 
 You can use the filter flags (e.g. --include, --exclude) to control what
 is served.
diff --git a/cmd/serve/restic/restic.go b/cmd/serve/restic/restic.go
index b1ac10393..65b60dc05 100644
--- a/cmd/serve/restic/restic.go
+++ b/cmd/serve/restic/restic.go
@@ -50,8 +50,8 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "restic remote:path",
 	Short: `Serve the remote for restic's REST API.`,
-	Long: `rclone serve restic implements restic's REST backend API
-over HTTP.  This allows restic to use rclone as a data storage
+	Long: `Run a basic web server to serve a remove over restic's REST backend
+API over HTTP.  This allows restic to use rclone as a data storage
 mechanism for cloud providers that restic does not support directly.
 
 [Restic](https://restic.net/) is a command-line program for doing
diff --git a/cmd/serve/serve.go b/cmd/serve/serve.go
index 7bed14c7e..848cb24bb 100644
--- a/cmd/serve/serve.go
+++ b/cmd/serve/serve.go
@@ -41,8 +41,8 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "serve <protocol> [opts] <remote>",
 	Short: `Serve a remote over a protocol.`,
-	Long: `rclone serve is used to serve a remote over a given protocol. This
-command requires the use of a subcommand to specify the protocol, e.g.
+	Long: `Serve a remote over a given protocol. Requires the use of a
+subcommand to specify the protocol, e.g.
 
     rclone serve http remote:
 
diff --git a/cmd/serve/sftp/sftp.go b/cmd/serve/sftp/sftp.go
index b1be36bb1..cecb75707 100644
--- a/cmd/serve/sftp/sftp.go
+++ b/cmd/serve/sftp/sftp.go
@@ -62,9 +62,8 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "sftp remote:path",
 	Short: `Serve the remote over SFTP.`,
-	Long: `rclone serve sftp implements an SFTP server to serve the remote
-over SFTP.  This can be used with an SFTP client or you can make a
-remote of type sftp to use with it.
+	Long: `Run a SFTP server to serve a remote over SFTP. This can be used
+with an SFTP client or you can make a remote of type sftp to use with it.
 
 You can use the filter flags (e.g. --include, --exclude) to control what
 is served.
diff --git a/cmd/serve/webdav/webdav.go b/cmd/serve/webdav/webdav.go
index 4d152a433..bfd0eda31 100644
--- a/cmd/serve/webdav/webdav.go
+++ b/cmd/serve/webdav/webdav.go
@@ -44,11 +44,9 @@ func init() {
 var Command = &cobra.Command{
 	Use:   "webdav remote:path",
 	Short: `Serve remote:path over WebDAV.`,
-	Long: `
-rclone serve webdav implements a basic WebDAV server to serve the
-remote over HTTP via the WebDAV protocol. This can be viewed with a
-WebDAV client, through a web browser, or you can make a remote of
-type WebDAV to read and write it.
+	Long: `Run a basic WebDAV server to serve a remote over HTTP via the
+WebDAV protocol. This can be viewed with a WebDAV client, through a web
+browser, or you can make a remote of type WebDAV to read and write it.
 
 ### WebDAV options