I don't think that the include installation works as you expect it to. Please see two example where it is used correctly:
The prefered way when all header are part of the subfolder PROJECT_NAME:
https://github.com/ros-visualization/rqt_common_plugins/blob/groovy-devel/rqt_image_view/CMakeLists.txt#L59
The generic way where folders might be in an arbitrary subfolder of include:
https://github.com/ros/ros_comm/blob/groovy-devel/tools/rosconsole/CMakeLists.txt#L59

I agree, that excluding .svn is sufficient and header files should not need to be listed explicitly (if the user does not put other files in there - but that should be best practice anyway).

For an example for the exclude rule please see:
https://github.com/ros/ros/blob/groovy-devel/tools/roscreate/CMakeLists.txt#L10