I am a little bit confused

I've be testing new methods of application deployment and the new VSI interface and cleanup/repair options seem fantastic - eg a user can delete the entire application, but clicking on a shortcut will re-install and start the application- how cool is that?

My question is pretty simple I guess- How do you create an executable installation package with VSI, instead of just a .msi file?

Is there a generic VSI Setup.exe that controls the .msi contents I need to include, if so where is it?