For rvm (and probably also virtualenv), I'm not sure it's worth not hardcoding the name. People can still make and switch to other ones, and I can't imagine that they have a -different- virtualenv that has something else entirely but is named edx-platform.

On the other hand, I do think it might be a good idea to have something as simple as PROJECT_NAME=edx-platform along with all the other constant defs, since we do use it in a couple of different places.