Hmmm, my SSD is old and hates unpacking and then installing, so I used 7zip to unpack the downloaded exe files. Interestingly there are TWO exe files within it (same name) so I told 7zip to autoname the second it found. When I ran those installers, I used the original-named one, and the install path was assignable.
Because that worked, I didn't even launch the other exe to check it, so may be another difference.
Edit: I just sat down to check that again, the content paths were assigned with the installation of Rapture Session only). Do that one first. The content files simply adhered to the path chosen from installing Rapture Session.