Can't install mysqld as a service on Windows (2 replies)

Installed fresh 5.5.17 full package on Windows 7 (fresh new computer).

Running this command from a DOS shell:

"C:\Program Files\MySQL\MySQL Server 5.5\bin\mysqld" --install

I get this message:
Install/Remove of the Service Denied!

I'm the administrator on Windows.
What am I missing?
Thanks!