UserWarning: Unknown distribution option: 'project_urls'

One can receive strange warnings when running python setup.py if they have Python installed using Scoop package manager.

...\lib\distutils\dist.py:261: UserWarning: Unknown distribution option: 'project_urls'
  warnings.warn(msg)

These messages simply indicate that setuptools is too old. The solution is as follows:

pip install setuptools --upgrade