In creating a source distribution, I have found a disparity between the behaviors of distutils and setuptools with respect to package_data. As of python Issue 2279:
http://bugs.python.org/issue2279, entries listed in package_data are used when building an sdist. I have verified that this works in a simple example when setup() is imported from distutils.core. However, if I import setup() from setuptools, it does not pull in the data as listed in package_data (and presumedly data_files).
I see that the documented behavior for setuptools is to do some searching to see what files are in source control, but I think that is broken too (maybe an issue with the new SVN 1.7?), as the files I was trying to include are under version control.
In any case, this deviation in behavior is very confusing as I am often lead to believe that setuptools builds upon distutils, so I am often using the distutils documentation as they are fairly complete. I would suggest incorporating both distutils' and setuptools' behavior in this regard.