I just wrote an article on how msDeploy can be used to to generate from a build server packages intended for NON-web based apps like Console Applications and Windows Services.
I combine it partially with click-once.
See: http://blog.pragmaswitch.com/?p=1530 and http://blog.pragmaswitch.com/?p=1551 .
Just thought it could be useful for others.
Cheers
paul.