Hmmm. Thank you for the kick in the right direction. Running from the command prompt brings up a language dialog, and then a Windows Installer dialog showing command line switches.
I still would like this app to behave as if it is running from a windows environment (just like when you double-click on the 'setup.exe' file from Windows Explorer. I'm guessing I can get it to work with command line switches - but I'm curious if there's a way to make it windows-aware upon launch?