CLEANUP: build: rename some build macros to use the USE_* ones
We still have quite a number of build macros which are mapped 1:1 to a
USE_something setting in the makefile but which have a different name.
This patch cleans this up by renaming them to use the USE_something
one, allowing to clean up the makefile and make it more obvious when
reading the code what build option needs to be added.