vSphere install ISO not booting on a VM to which it is attached.

Hi,

     Just as a POC, I've created a Windows Server 2008 VM on which to install vSphere vCenter.  However, the VM will NOT boot from the ISO file:

     VMware-VIMSetup-all-5.1.0-1065152.iso

     I've checked the bootlist and everything, and this should be working.  Your thoughts?

     Thanks!

          NYSteve