This goes far beyond "letting unexperienced users publish a self-deploying app in even more unexperienced users's computers". Considering it won't ever work on binaries in most of the cases (pure-python modules SHOULD be shipped within appname/modules) ...
Python packages are a hell (maybe wheels would be the answer) and frankly a whole lotta users would adopt easily web2py if it was on pypi. This requirement surfaced lots of times with various degrees of promises but never took place.
This is just a shortcircuit IMHO: packaging (and distribution) should be delegated to python's tools, not web2py's.
I'm a lot worried about users asking to fix the impossible.
IMHO a thing that doesn't work even in the 20% of the cases isn't worth publishing, but YMMV.
Consider how much awesom(er) would be to create an app that is a package on pypi, set web2py as a requirement (plus any other module as in EVERY other framework) in setup.py or requirements.txt and publish the following README
-------
to install
pip install w2p-mysuperapp
start with
web2py.py -app w2p-mysuperapp
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instead of reinventing (poorly) the wheel.