After more digging it appears that "some" of the web resources get deployed to the server but not published.
I.e. Html resources seem to get deployed but not .js files.
After deploying you still need to go in and click "publish all" in the CRM UI. This is most likely by design but would be great of I could just do a build and have it deploy and publish optionally.
Still having no luck with what the CLSID guid is installed from, could anyone do a registry search for this? Searching reveals nothing.
Thanks,
Jon