This helps with testability of management commands.
Thanks to trac username daveoncode for the report and to
Tim Graham and Claude Paroz for the reviews.
This is the result of Christopher Medrela's 2013 Summer of Code project.
Thanks also to Preston Holmes, Tim Graham, Anssi Kääriäinen, Florian
Apolloner, and Alex Gaynor for review notes along the way.
Also: Fixes#8579, fixes#3055, fixes#19844.
The last component of the dotted path to the application module is
consistently referenced as the application "label". For instance it's
AppConfig.label. appname could be confused with AppConfig.name, which is
the full dotted path.