Insensitivity to project name in setup.py

launchpad #1332147: insensibility to odoo project name in setup.py

cherry picked from a.r.openerp-1.9 branch
Squashed commit of the following:

commit c679d9102e5a762ef3f9255bbae9e5cb499121be
Author: Georges Racinet <gracinet@anybox.fr>
Date:   Sun Nov 30 18:44:41 2014 +0100

    Second backport for project name insensitivity

    launchpad #1332147: freeze's cleanup now also insensitive to odoo proj name

commit 76ee848b62d1d4e709999d4ccc3d1caf4f133ece
Author: Georges Racinet <gracinet@anybox.fr>
Date:   Sat Nov 29 19:05:24 2014 +0100

    Backported insensitivity to project name in setup.py

    launchpad #1332147: insensibility to odoo project name in setup.py