Stuart,
I'm no expert on this stuff; frankly I despise this method of licensing and I find the distribution tools to be clunky and imprecise and much more complicated to use than a simple disc-based installer. I begrudgingly use CCP and AUSST because my IT department is adamant that we cannot use bandwidth to allow our users to download installers from Adobe themselves.
What I've gathered is that the CCP Cache does include DMG files (or ZIP, for PC? Not sure) that include everything you need for a particular application. Maybe you could locate the CCP Cache in your web space and have your users download individual application installers? That seems time consuming for your users but maybe it's less work than creating a package for each variant of user you have? We only have "Artists" and "Admins" here which means I only have to build two packages and I make those available on the website along with the updates. If you had a ton of packages to make and maintain, I can see how individual application distribution would make more sense.
In any case, CCP does have some advantages... for instance, when you build a package, you're building the newest version of the applications you select. That prevents your users from immediately needing to update. You can also "Edit" an existing package to include the most recent updates so you're not re-creating packages over and over. You can also specify all the options that you would have to handle later (Killing the Creative Cloud App, Killing Air, specifying an internal update server if you're using AUSST, defining a deployment directory, etc)
I realize there's no clear answer there, but maybe it's something to chew on!
-Brian