I thought I would post a generally help tip that Ian Bicking helped me with. I couldn't figure out why my ReST formatted long_description field would not get converted to HTML when I registered my egg with the cheeseshop:
python setup.py register
It turns out I had a minor error in my ReST formatting, I didn't underline a headline with enough length. So, the moral of the story is if you wonder why you cannot get HTML formatted ReST to display when you register your egg, it is possible you have a formatting error. It was tricky for me to discover, because I did not get any error message when I uploaded to the cheeseshop, and I just missed the minor formatting error when I was viewing the converted HTML document I used to preview what I created.
Noah Gift / http://noahgift.com