turns out that 0.34.1.1+1 comes before 0.34.1.1+bionic (etc).

The version may only contain "~ 0-9 A-Z a-z + - ." (sorting in that order).

Option 1: replace "+" with something that sorts after +. Options are "-" (but
dpkg-source complains about that) or "." (but that would mean we couldn't
distinguish packaging-only changes from real changes).

Option 2: stick with + and just find something that sorts after 'xenial'. The
only options there are "-", "." (same problems as before), "z", and "+".

Hence, ++1. Sorry.

Otherwise people can't upgrade from matrix-synapse without removing it first

...  to allow installation alongside our matrix-synapse transitional package.