fix duplicate and hardcoded value in makefile

Makefile

@@ -69,10 +69,10 @@ n-other-diff: ## number of files outside docs/ changed since branch from master
 	@git diff --name-only $(DIFF_RANGE) -- ':!docs/' | wc -l | awk '{print $$1}'
 
 run/%: ## run a bash in interactive mode in a stack
-	docker run -it --rm jupyter/$(notdir $@) /bin/bash
+	docker run -it --rm $(OWNER)/$(notdir $@) $(SHELL)
 
 run-sudo/%: ## run a bash in interactive mode as root in a stack
-	docker run -it --rm -u root jupyter/$(notdir $@) /bin/bash
+	docker run -it --rm -u root $(OWNER)/$(notdir $@) $(SHELL)
 
 tx-en: ## rebuild en locale strings and push to master (req: GH_TOKEN)
 	@git config --global user.email "travis@travis-ci.org"
@@ -93,7 +93,4 @@ test/%: ## run tests against a stack
 	@TEST_IMAGE="$(OWNER)/$(notdir $@)" pytest test
 
 test/base-notebook: ## test supported options in the base notebook
-	@TEST_IMAGE="$(OWNER)/$(notdir $@)" pytest test base-notebook/test
-
-up/%: ## launch a stack
-	docker run --rm -p 8888:8888 jupyter/$(notdir $@)
\ No newline at end of file
+	@TEST_IMAGE="$(OWNER)/$(notdir $@)" pytest test base-notebook/test
\ No newline at end of file