Google Chrome's setup installs the software only for the current user. This way, you don't need administrator rights to install Chrome. Until now, those who wanted to install Google Chrome for all the users of a computer had to use the Chrome build from Google Pack.
Google has recently added a more straightforward location for a system-level setup: http://www.google.com/chrome/eula.html?msi=true. The MSI installer only works in Windows, it currently installs the latest Dev Channel build and it seems to be targeted toward enterprise users.
"The current user-level installation experience doesn't require elevation (installing at system-level does), and most users don't know or care about system-level installs. That said, it would probably be a good idea to have some links on the download pages that say 'click here for a system-level install or MSI', so interested/advanced users could find it easily as part of the normal download install flow," explained Glenn Wilson, a Google Chrome engineer. The link to the MSI installer will probably be added to Chrome's download page in the near future.