Can't link conan generated package

Question

I'm trying to dive into conan package management. I run local conan server, built and upload the most simple example package "say".

Now I try to use the package (say/1.0).

main.cpp

#include <say.h>

int main() {
    say();
}

CMakeLists.txt

cmake_minimum_required(VERSION 3.22)
project(SayTest)
set(CMAKE_BUILD_TYPE Release)

include(conan_toolchain.cmake)
find_package(say)

add_executable(SayTest main.cpp)
target_link_libraries(SayTest say::say)

All seems correct but I get:

...
[ 50%] Building CXX object CMakeFiles/SayTest.dir/main.cpp.o
[100%] Linking CXX executable SayTest
/usr/bin/ld: CMakeFiles/SayTest.dir/main.cpp.o: in function `main':
main.cpp:(.text.startup+0x9): undefined reference to `say()'
collect2: error: ld returned 1 exit status
make[2]: *** [CMakeFiles/SayTest.dir/build.make:97: SayTest] Error 1
make[1]: *** [CMakeFiles/Makefile2:83: CMakeFiles/SayTest.dir/all] Error 2
make: *** [Makefile:91: all] Error 2

The problem is that linker doesn't recieve "-l" option:

/usr/bin/c++ -O3 -DNDEBUG CMakeFiles/SayTest.dir/main.cpp.o -o SayTest -L/home/.conan2/p/b/say3dc85d2026593/p/lib  -Wl,-rpath,/home/.conan2/p/b/say3dc85d2026593/p/lib 

The stuff begins to work if I add "say" name to target_link_libraries:

target_link_libraries(SayTest say::say say)

Question: Why I have to explicitly add library name? Is there a way to do it automatically? For instance, if I use Qt packages I don't need to do that.