Derivatives setting build profiles by default (like noudeb) and how to revert that

Hi everyone,

Ubuntu does not want to build udebs, because udebs are not used in
Ubuntu. dpkg was patched to set "DEB_BUILD_PROFILE=noudeb" by default
when building a package for Ubuntu. This behavior can be overridden by
setting the build profile "!noudeb", but "!noudeb" is not valid build
profile name according to the discussion in
https://salsa.debian.org/lintian/lintian/-/merge_requests/730

I like to discuss this topic with the wider audience to come up with a
clean and acceptable solution for Ubuntu.

I found https://wiki.debian.org/BuildProfileSpec and the man page for
dpkg-buildpackage that document build profiles.

I could imagine two solutions:

1. Add a "forceudeb" (or similar) build profile which makes Ubuntu
remove the "noudeb" build profile.

2. Extent dpkg-buildpackage to have a way to remove build flags. So
"DEB_BUILD_PROFILE=foo -foo bar" would be equivalent to
"DEB_BUILD_PROFILE=bar"

What are your thoughts? Do you have a better solution?

-- 
Benjamin Drung
Debian & Ubuntu Developer