chore!: switch py_wheel flags to True to start enforcing PEP440 (#1513)

Towards #1498.

CHANGELOG.md

diff --git a/CHANGELOG.md b/CHANGELOG.md
index 62a372d..4c1c0b7 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -35,6 +35,10 @@
   will fail by default. The API symbol is going to be removed in the next
   version, please migrate to `pip_parse` as a replacement.
 
+* (py_wheel) switch `incompatible_normalize_name` and
+  `incompatible_normalize_version` to `True` by default to enforce `PEP440`
+  for wheel names built by `rules_python`.
+
 ### Fixed
 
 * Skip aliases for unloaded toolchains. Some Python versions that don't have full

python/private/py_wheel.bzl

diff --git a/python/private/py_wheel.bzl b/python/private/py_wheel.bzl
index 4152e08..1f5792b 100644
--- a/python/private/py_wheel.bzl
+++ b/python/private/py_wheel.bzl
@@ -120,7 +120,7 @@
 
 _feature_flags = {
     "incompatible_normalize_name": attr.bool(
-        default = False,
+        default = True,
         doc = """\
 Normalize the package distribution name according to latest
 Python packaging standards.
@@ -133,7 +133,7 @@
 """,
     ),
     "incompatible_normalize_version": attr.bool(
-        default = False,
+        default = True,
         doc = "Normalize the package version according to PEP440 standard. " +
               "With this option set to True, if the user wants to pass any " +
               "stamp variables, they have to be enclosed in '{}', e.g. " +
@@ -344,10 +344,10 @@
     args.add("--out", outfile)
     args.add("--name_file", name_file)
     args.add_all(ctx.attr.strip_path_prefixes, format_each = "--strip_path_prefix=%s")
-    if ctx.attr.incompatible_normalize_name:
-        args.add("--incompatible_normalize_name")
-    if ctx.attr.incompatible_normalize_version:
-        args.add("--incompatible_normalize_version")
+    if not ctx.attr.incompatible_normalize_name:
+        args.add("--noincompatible_normalize_name")
+    if not ctx.attr.incompatible_normalize_version:
+        args.add("--noincompatible_normalize_version")
 
     # Pass workspace status files if stamping is enabled
     if is_stamping_enabled(ctx.attr):

tools/wheelmaker.py

diff --git a/tools/wheelmaker.py b/tools/wheelmaker.py
index 66e86fb..62225b6 100644
--- a/tools/wheelmaker.py
+++ b/tools/wheelmaker.py
@@ -218,8 +218,8 @@
         platform,
         outfile=None,
         strip_path_prefixes=None,
-        incompatible_normalize_name=False,
-        incompatible_normalize_version=False,
+        incompatible_normalize_name=True,
+        incompatible_normalize_version=True,
     ):
         self._name = name
         self._version = version
@@ -460,8 +460,10 @@
     )
 
     feature_group = parser.add_argument_group("Feature flags")
-    feature_group.add_argument("--incompatible_normalize_name", action="store_true")
-    feature_group.add_argument("--incompatible_normalize_version", action="store_true")
+    feature_group.add_argument("--noincompatible_normalize_name", action="store_true")
+    feature_group.add_argument(
+        "--noincompatible_normalize_version", action="store_true"
+    )
 
     return parser.parse_args(sys.argv[1:])
 
@@ -519,8 +521,8 @@
         platform=arguments.platform,
         outfile=arguments.out,
         strip_path_prefixes=strip_prefixes,
-        incompatible_normalize_name=arguments.incompatible_normalize_name,
-        incompatible_normalize_version=arguments.incompatible_normalize_version,
+        incompatible_normalize_name=not arguments.noincompatible_normalize_name,
+        incompatible_normalize_version=not arguments.noincompatible_normalize_version,
     ) as maker:
         for package_filename, real_filename in all_files:
             maker.add_file(package_filename, real_filename)
@@ -545,10 +547,10 @@
             with open(arguments.metadata_file, "rt", encoding="utf-8") as metadata_file:
                 metadata = metadata_file.read()
 
-        if arguments.incompatible_normalize_version:
-            version_in_metadata = normalize_pep440(version)
-        else:
+        if arguments.noincompatible_normalize_version:
             version_in_metadata = version
+        else:
+            version_in_metadata = normalize_pep440(version)
         maker.add_metadata(
             metadata=metadata,
             name=name,