Yeah, showing hidden files does not show a plug-ins folder in the Windows installer. I've got Eleven and the Moogerfooger bundle to get installed. I only see a 10.x installer on both product pages:
http://www.avid.com/US/products/Eleven (10.3.3)
http://www.avid.com/US/products/Moogerfooger-Bundle (10.2.1)
On my account I see a plugins updater for Mac but not for Windows.