make builddeb does not work out of the box

[ymilki]

$ make builddeb
# build the source package in the parent directory
# then rename it to project_version.orig.tar.gz
`which python` setup.py sdist  --dist-dir=../ --prune
usage: setup.py [global_opts] cmd1 [cmd1_opts] [cmd2 [cmd2_opts] ...]
   or: setup.py --help [cmd1 cmd2 ...]
   or: setup.py --help-commands
   or: setup.py cmd --help

error: option --prune not recognized
make: *** [builddeb] Error 1

[asottile]

Via #339