It actually comes in handy if you're using Sphinx and don't want to maintain release and version in conf.py separately from the version in setup.py. There's no reasons why the data should be consumable only by setuptools .
I put the version information inside the package, then anything with access to the package (which both setup.py and sphinx have) can access it - quite useful for doing things like checking the version number from the REPL, for instance.