I haven't done a lot of 'Windows exclusive' development for a while, but something like 6-8 years ago, I was making an installer for a small company that up to that moment, they had to send someone over to spend a whole day installing the software on client's machines.

I was strongly suggested to use WiX. I spent 2 months trying to get something to work, but I wasn't able to get nothing truly useful to run. I remember explicitly that something as simple as writing to the registry was proving problematic. To make it worse, documentation was poor, and there wasn't much of a community around it cause it was brand spanking new.

Two months in, without telling anyone, I decided to ditch it and use NSIS. That day I had something that actually worked! Within 2 weeks I had something that was running end to end, installing the software on the machine. The next month was polishing, and testing/fixing for different versions of Windows.

I have no idea how things may have changed now, but if I tasked with making a Windows installer today, I wouldn't even think twice about using anything other than NSIS.