No, haps does not generally include peacocks, at least to me. They are their own little group, but they are more similar than Mbuna.
Yup, Steven is the guy I sold fry to who grew them out.
Aulonocara are generally considered "haplochromines" which are part of the sub family of pseudocrenilabrinae and part of the tribe haplochromini. So, they are not haplochromis, which is a different genus, but they are haplochromines.
Here's a quick breakdown that might make a little more sense.
They are part of the family: cichlidae
part of the subfamily: pseudocrenilabrinae
part of the tribe: haplochromini (aka haplochromine)
part of the genus: aulonocara