You can *run* from the program files directory, you just cannot *write* to it without admin access. The apps installed in those protected directories were installed at admin level.
Your app should write to a subfolder of $APPDATA or $LOCALAPPDATA, not to $INSTDIR.
(You can also add an admin request to your application's manifest, but that will only work on Vista and newer if UAC is enabled. But of course that will popup a confirmation dialog.)
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