Steam Retail Setup File Overview:

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root\Setup.exe :
The main splash screen setup application launched when the customer inserts
the disc. Setup detects the current installation state and displays a simple
menu to install/play/reinstall or uninstall the game. Setup first loads
setup_default.ini, then the setup_<language>.ini for the language chosen by
the user, then all other resource files are loaded based on the current
language configuration. Setup.exe itself does not require admin rights.
root\SteamService.exe :
Helper application to run all additional 3rd party installers from a single
elevated process under Vista. If you don't need to run 3rd party installers,
this executable can be removed.
root\autorun.inf :
Tells Windows to run Setup.exe when user inserts disc
root\splash.tga :
Image displayed by Steam while installing files from disk (392x165 pixel)
root\setup.ini :
This is the first config file loaded by Setup regardless the chosen
language. This file configures any language independent settings for this
game like AppID or menu appearance. The syntax is "parameter" "value", a full
list of configuration parameters is given later.
root\resources\setup_<language>.ini :
These files configure Setup for the chosen language. The files are Unicode
encoded. They are loaded after setup_default.ini and can override any
configuration value for this language. Usually they don't need modification.
Currently supported language names are: english, german, french, italian,
korean, spanish, schinese, tchinese, russian, thai, japanese, portuguese,
polish, danish, dutch, finnish, norwegian, swedish, hungarian, czech
root\resources\SteamInstall_<language>.msi :
Steam MSIs that install Steam on the users machine. Can be removed if no
matching setup_<language>.ini is provided.
root\resources\installscript.vdf :
This is a script file in KeyValues format to run 3rd party installers before
Steam and the game are installed. This file is optional and can be removed.
root\resources\eula.rtf :
The end user license agreement shown before the user installs the game.
This file is optional. If you have localized versions of this file,
name them eula_<language>.rtf
root\resources\setup.bmp :
The Setup background image as 640x480 pixel BMP file. If you have
localized versions of this file, name them setup_<language>.bmp
root\resources\click.wav :
Played when a button is click. Delete file to play no sound.
root\resources\hover.wav :
Played when a mouse hovers over a button. Delete file to play no sound.
root\resources\launch.wav :
 Played when Setup starts. File can be deleted.

Setup_*.ini configuration values:

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"Game" : game name as it appears in the Setup menu
"AppID" : Steam AppID for this game
"Language" : overrides current language, usually not needed
"RequiredSize" : Required free disc space in KB
"URL" : target web URL for technical support button
"FontName" : menu Windows font like "Impact" or "Arial"
"FontHeight" : menu font height, eg "24"
"MenuPos" : menu X and Y coordinates, eg "100 100"
"MenuStyle" : menu text style, 0 = align left, 1 = center, 2 = right
"ColorDefault" : default menu text color in RGB, eg "255 0 255"
"ColorHover" : menu text color for mouse hover event
"ColorDown" : menu text color for mouse pressed event