System Builder install of Windows 8 has no users

I bought a System Builders version of windows 8 and am trying to install it on Fusion 5.0.3. I made an iso in Disk Utility (a read only dmg). I make a new VM, point to the iso and tell it to store the whole thing on an external drive.

The install seems to go fine, but afterwords, I never see any Windows setup process. I end up straight at the windows log in screen. The account information I entered at VM setup doesn't work here.

Any ideas or extra information I can provide?