I had a look at the IBM thinkpad disks (which are basically recovery disks, but the process can be done from PE). The base copy of Windows is an unmodified source tape. The modifications come between the text-mode install and the gui. You install windows in some sort of other mode from PE., using the switches in winnt32 to point to the correct boot drive. Once the source is in place, you copy over files as needed (usually oembois.*), and then on the reboot, the install happens normally. Usually the OEM toys are added after the setup, which is why you don't find things like OEM bitmaps in Windows or DOS setups.