Steam service asking to be installed; Looping.

Basically, When I go to finish up installing Borderlands 2, It asks for the steam service to be installed. asks for steam to be restarted to complete installation and back to square one.

I've tried deleting steamservice.exe, using the console for steamservice.exe /install and steamservice.exe /repair.

I've made copies to go into Borderlands 2 (perhaps I did this step incorrectly), what other suggestions do you guys have?