Refactor image_build and image_push roles

Primary changes are:

- Generalized variable names (remove "docker")
- Add explicit "push" variable rather than checking if the "registry" variable is defined.
- Allow for passing in version as build arg

tools/ansible/roles/image_build/defaults/main.yml

@@ -1,2 +1,5 @@
 ---
-awx_image: quay.io/ansible/awx
+awx_image: ansible/awx
+awx_image_tag: "{{ awx_version }}"
+dockerfile_name: 'Dockerfile'
+

tools/ansible/roles/image_build/tasks/main.yml

@@ -1,9 +1,4 @@
 ---
-- name: Set global version if not provided
-  set_fact:
-    awx_version: "{{ lookup('file', playbook_dir + '/../../VERSION') }}"
-  when: awx_version is not defined
-
 - name: Verify awx-logos directory exists for official install
   stat:
     path: "../../../awx-logos"
@@ -17,11 +12,19 @@
     dest: "../../awx/ui/public/static/media/"
   when: awx_official|default(false)|bool
 
+- set_fact:
+    command_to_run: |
+      docker build -t {{ awx_image }}:{{ awx_image_tag }} \
+        -f {{ dockerfile_name }} \
+        --build-arg VERSION={{ awx_version }} \
+        --build-arg SETUPTOOLS_SCM_PRETEND_VERSION={{ awx_version }} \
+        --build-arg HEADLESS={{ headless }} \
+        .
+
 # Calling Docker directly because docker-py doesnt support BuildKit
 - name: Build AWX image
-  command: docker build -t {{ awx_image }}:{{ awx_version }} -f ../../{{ dockerfile_name }} ../..
-
-- name: Tag awx images as latest
-  command: "docker tag {{ item }}:{{ awx_version }} {{ item }}:latest"
-  with_items:
-    - "{{ awx_image }}"
+  shell: "{{ command_to_run }}"
+  environment:
+    DOCKER_BUILDKIT: 1
+  args:
+    chdir: "{{ playbook_dir }}/../../"