You cannot use custom domains with Atlassian Cloud products. They have an open feature request here: https://jira.atlassian.com/browse/CLOUD-6999
You may use a redirect strategy instead, so that when typing docs.moreniche.com they are redirected to moreniche.atlassian.net.
Yes, although you can now change it a bit, with a support request (it remains with the .atlassian.net)
I expect this to change as Cloud is ramping up to support more enterprisey levels, it was definitely on the to-do list when I last spoke to an Atlassian about it.
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