Ok, I figured this out myself. On the first page of the SQL Server 2008 setup routine there is an Options option which allows setting the architecture, once this is set to x86 it will install SQL in the wow environment. I also believe there was an issue with the initial SQL Server 2008 distributable packages int hat there was some issue with them missing some required folders, this has been resolved with later releases, certainly the current sql server 2008 standard x86,x64 download seems to be installing fine.