Generic approach to issue 39

Seems to work well for me, please review for application.
HINT: Review each commit in isolation, not their sum.

After patching:
```
# rm -R DESTDIR/

# make DESTDIR=$PWD/DESTDIR install
./setup.py install --root '[..]/DESTDIR'
[..]
creating [..]/DESTDIR/usr/share
creating [..]/DESTDIR/usr/share/man
creating [..]/DESTDIR/usr/share/man/man1
copying man/ansi2html.1 -> [..]/DESTDIR/usr/share/man/man1/
[..]

# find DESTDIR/
[..]
DESTDIR/usr/share/man/man1/ansi2html.1
[..]
```