I've been out of the windows world for about 10 years or so, but before that I was the one tasked at my company with streamlining our installers from a CI/CD perspective. I do agree that WiX is complicated and you really have to dig through the docs and do a lot of trial and error, but at the time I couldn't find any alternatives that allowed for the automation that I could achieve with WiX.

That said it was still somewhat ugly: msbuild the application, potentially copy in some dll's that weren't included in the output, use WiX's "heat" tool to generate installer files from the build output, use a xslt to transform that output to match how we installed shared libraries and such, build the installer with generated files, run automated ui tests and filesystem validations.

At the time installshield, advanced installer, and a few other tools I tried did not have the same flexibility to generate installers and automatically pick up file changes like WiX (without opening up a UI).

I'm so glad I haven't had to think about the nightmare that is MSI in over a decade.

Yeah, the build system integration was always one of the core benefits provided by the WiX Toolset. I know you're not working with MSI any longer, but in recent versions of WiX Toolset we _finally_ nailed down how to include files in the .wxs file using the new `Files` element in a way that wouldn't break other MSI features (like patching).