Refactor oEmbed previews (#10814)

The major change is moving the decision of whether to use oEmbed
further up the call-stack. This reverts the _download_url method to
being a "dumb" functionwhich takes a single URL and downloads it
(as it was before #7920).

This also makes more minor refactorings:

* Renames internal variables for clarity.
* Factors out shared code between the HTML and rich oEmbed
  previews.
* Fixes tests to preview an oEmbed image.