Rely on `--name NAME` instead of `--name=NAME`
Rely on `--name NAME` instead of `--name=NAME`

This makes our Makefile roughly compatible with [`cringe`](https://github.com/smashwilson/cringe)

Not sure if I'm kidding, I was trying out @smashwilson's experiment.

jupyter/tmpnb,jupyter/tmpnb,jupyter/tmpnb,jupyter/tmpnb