Needs some face lifting

[yarikoptic]

looking into it ATM. Might even do some on DataLad's setup_support.py side -- we have too much duplication for any realistic use-case across setup.py's

[mih]

It should also use a more modern setup.py setup. Maybe like this: https://github.com/datalad/datalad-ukbiobank