This allows us to include a version and we already use PURL
for other things, so might as well remove the pypi special case.
Normalize the names, since that is required for PURLs.
pytest-test-runner should no longer be used (archived upstream,
uses deprecated setuptools feature):
* replace the dep with pytest if it's not there, or remove it
* replace setup.py calls with calls to pytest directly
While at it, also remove some wheel dependencies, since wheel is
now vendored in setuptools.
