Unattended VMtools failing on Windows Enterprise 1909

Tried a variety of versions of tools VMware-tools-windows-10.1.0-4449150, VMware-tools-windows-10.3.5-10430147.iso and VMware-tools-windows-11.0.1-14773994.iso and i'm getting suck during the VMtools unattended install with a new install of Windows 1909 Enterprise with "Setup failed to install..."

Running e:\setup64 /s /v "/qb REBOOT=R"