You need to have the mSideShow app running for Windows to see it as a SideShow device.

I haven't got a Windows 7 device at the moment, so I can't be too specific. In Vista you need to enable the service in the Bluetooth control panel item. Once you do that, Windows will automagically install the SideShow Universal Driver and you should get a SideShow icon in the control panel.

I'll free up some disk space and build a Windows 7 VM so that I can test things in there. I'll report back my findings.