it's interesting to me that on the 64bit build:

Run cmake --build . --target install -j 3
[0/1] Install the project...
-- Install configuration: "Release"
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/osqueryd/osqueryd.exe
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./osqueryi.exe
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/tools
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/tools/chocolateyBeforeModify.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/tools/chocolateyinstall.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/tools/chocolateyuninstall.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/extras/LICENSE.txt
-- Installing: D:/a/osquery/osquery/w/package_data/control/LICENSE.txt
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/extras/VERIFICATION.txt
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./osquery.conf
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./osquery.man
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./manage-osqueryd.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./osquery_utils.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/./osquery.flags
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/extras/manage-osqueryd.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/control/nupkg/tools/osquery_utils.ps1
-- Installing: D:/a/osquery/osquery/w/package_data/control/msi/osquery.ico
-- Installing: D:/a/osquery/osquery/w/package_data/control/msi/osquery_wix_patch.xml
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/certs/certs.pem
-- Installing: D:/a/osquery/osquery/w/package_data/Program Files (x86)/osquery/log

it seems CPack is selecting the subdir

Program Files (x86)