Creating the software that creates installations would not appeal to me either but I'm very impressed with people who do. Rather than go down the Installshield script route, the Wix open source team use xml to define the builds. The project documentation is pretty extensive but I suspect there's still quite a learning curve. There's also Votive, a Visual Studio package that adds intellisense and syntax highlighting so you can create Wix setup projects.
Ultimately it boils down to time versus money. If you have the time, you can save the cost of a commercial installer like Installshield or Wise. Wix is a pretty good place to start. It's a very feature full application though not one I'll be using any day soon! Permanent link added to C# code library.
- Link to C# Code Library

