I think I can help answer your questions:
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Whats the scaling with LB... What is the scaling with Gore.
Before the "Fix" of Lightning Breath, Wind Serpents could easily do around 300 damage per Lightning Breath, now after the fix you'll get around 150-200 per hit. (This happened a long time ago, even before the Scorpid Sting "Fix")
Gore on the other hand is pretty much a "What you see is what you get" type of deal. The displayed damage from Gore is pretty much the same your pet will do. AP from your pet will add to the damage, but the biggest factor of Gore is the fact that it crits far more often then any other ability a pet has.
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Although LB is the main damage dealer, do you still want bite and the passive melee skills on it?
Yes, when you send in your pet, it will use up what Focus it has on the abilities it can. For a Wind Serpent it requires 50 energy per Lightning Breath, that's 2 casts before the pet even gets to the mob, once it's done casting out the Lightning Breath, it will get into melee range and continue to attack. Having melee skills such as Bite would definately help it's DPS, but you should have the "Go For The Throat" talent under the Marksman if you ever want to see Lightning Breath go off again.
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Maybe some math wizard stuff comparing LB to Gore with ap and crits.
I'm honestly to lazy to do the math, but I'll add this. Lightning Breath is based off of resists and/or if the mob is in fact immune to Nature Damage. Gore is a melee ability with a far higher chance to crit, but can also be parried, blocked, dodged, etc. Just take that into consideration a sec.
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Basic things to know with Windserpent.
When you use the Lightning Breath attack by itself, the pet assumes you want him to also attack that target. So after he casts out his Lightning Breath he will then continue to engage in melee on the mob. Which isn't bad if you wanted him to engage in melee, but is also very annoying when you just want him to be a ranged type fighter and have to constantly tell him to heel.
There is also a bug with Lightning Breath. When a mob is engaged by a tank for example, and your pet goes in to attack, it will use up Lightning Breath first, and then engage in melee. When it has enough focus to do Lightning Breath again, it will back away from the mob, just to cast the ability, moving it just out of range of melee attacks. Then it has to move back into melee again. This is due to the Auto-Cast feature it has, normally if I push the button manually I tend not to have this problem but even that sometimes bugs on me.
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And how do I insert LB into my shot macros
Not exactly sure on this one, I'm sure you can find it somewhere around the OP boards, or maybe Wowwiki, they have a very nice guide to macro's for every class.
My 2 Cents Personally speaking for the DPS factor a Ravager with Gore and Bite will out damage any other pet in the game. If you are after purely DPS, go with a Ravager. If you want some fun, and like to have a different pet then everyone else, stick with your Wind Serpent. After all it's your game, play with whatever pet you want.