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.

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.