hatch: Running hatch build doesn't produce any executables, only wheel and stdist.

Good day, after following instructions in https://hatch.pypa.io/latest/plugins/builder/app/, which note that one must have Rust installed and having installed Rust, the hatch build command doesn’t produce anything binary.

• I’ve created a new hatch project called test_rust_build,
• put main.py with print(“helloworld”),
• run hatch run python -m test_rust_build,
• saw >helloworld.

And yet there is no binary! Only classical wheel and source dist.

Now I’m at a loss. I’m running Hatch, version 1.9.4 and from lack of anything else to to, I must ask for help here.

Addendum After writing this, I got inspired to ask for help

P:\Python\test-rust-build>hatch build --help
Usage: hatch build [OPTIONS] [LOCATION]

  Build a project.

Options:
  -t, --target TEXT    The target to build, overriding project defaults. This may be selected multiple times e.g. `-t
                       sdist -t wheel`
  --hooks-only         Whether or not to only execute build hooks [env var: `HATCH_BUILD_HOOKS_ONLY`]
  --no-hooks           Whether or not to disable build hooks [env var: `HATCH_BUILD_NO_HOOKS`]
  --ext                Whether or not to only execute build hooks for distributing binary Python packages, such as
                       compiling extensions. Equivalent to `--hooks-only -t wheel`
  -c, --clean          Whether or not existing artifacts should first be removed [env var: `HATCH_BUILD_CLEAN`]
  --clean-hooks-after  Whether or not build hook artifacts should be removed after each build [env var:
                       `HATCH_BUILD_CLEAN_HOOKS_AFTER`]
  -h, --help           Show this message and exit.

then run hatch build -t app and it started chugging and hooching!

Still, having read the documentation on building I have no idea how to tell hatch to assemble the binary using pyproject.toml. Mere adding [tool.hatch.build.app] what the docs suggest does nothing.

~P.S.~ PTSD: I have extreme difficulties understanding the docs, and started comprehending anything but the basics only after listening to a great podcast episode featuring @ofek a while ago.