Gibson's process is how most engineers maintain an image. At least in my experience with Altiris.
That has been how I've been doing it for years. One of the upsides to using a VM is that you don't need to load any drivers into the image and the ability to take snapshots.
I was talking to another engineer two years ago (wow, I’ve been sitting on this a long time) about creating a process to build a base that anyone could follow and end with the same configuration each time. This would take the load off one or two people and still give you a consistent build process. Everyone does not build an image the same way twice.
By using DISM or some other FREE tool to inject patch’s you can speed up the rebuilding process. My thought to all of this is to set a WIM on a network share and update it on a schedule using a Run Script Task. You still have the manual process of gathering your files and placing them in a specific location but I would chock that up to standard maintenance.
Once the WIM is up to date you could then deploy it using a standard SOI process. Oh, did I forget to mention? You will need to update your distribution points after patching the WIM.
Microsoft has supplied a lot of tools to help us get this done. We just need to fine tune a process and document it (I'm sure that too has been done in some form or another).
Between DISM, LGPO's, and scripting, you should be able to customize your base before sysprep’ing it. You may want to use GPO’s once its built depending on your environment. The only reason I say sysprep is that laying down an image may be quicker than running an SOI in high volume shops.
Another option or spin to all of this is to recapture your “Image” back into a WIM and deploy it using SOI. I don’t know if that is a viable solution but one I think is worth looking into.
Let me see what I can come up with over the next couple of weeks. I'm sure I can get something together short of customizing the OS to everyone’s liking.