Found this while looking around for changes to W2008 virtualization: http://ictfreak.wordpress.com/2008/08/05/vmware-windows-2008-guest-customization/
Although the article is in Dutch it links to a VMware Forums post that has the solution in English: http://communities.vmware.com/message/961520;jsessionid=60B90DAB49028837A685F13B30662754