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Unfortunately plenty of folks still didn't got the memo MSI and MSIX exist.
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Unfortunately, WiX is still a pain in the ass to use and there's a lot of simple tooling that makes NSIS/InnoSetup/etc shockingly easy to use while the same MSI experience is garbage.

msix is just a different beast entirely too.

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What about using the Visual Studio packaging tools?

I live on .NET/C++ universe in regards to Windows development, so it might be it isn't as nice for not blessed stacks.

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For some reason, that holds an appxbundle per the article. I'd suspect they needed to run some pre- or post-install code (maybe to check for their hardware?).
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I mean I still build windows installers with NSIS which has somehow just-worked for decades.
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