Support setuptools projects with neither setup.cfg nor setup.py

[duckinator]

Fixes #228.

[duckinator]

TODO:

• [x] Try using project.name, and fall back to setup.cfg if needed, for zipapp name.
• [x] Use project.name instead of bork.project_name.

[duckinator]

bors r+

[bors[bot]]

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• CI success