new_contents: import sys
  from distutils.core import setup
  
  if __name__ == "__main__":
      if "sdist" not in sys.argv[1:]:
          raise ValueError("please use 'pytest' pypi package instead of 'py.test'")
      setup(
          name="py.test",
          version="0.0",
          description="please use 'pytest' for installation",
      )
  
subject: add a py.test placeholder setup that errors out when trying to get installed (this is registered at pypi.python.org already)