Very rarely was it a whole joke—that happened maybe twice, where a whole one, two, three setup was new.
Many devices like Televisions have an option to “update firmware” buried deep in their setup screens.
It almost sounds like the setup for a joke—Where do writers go in the summer?
"arrangement," 1890, from verbal phrase set up, attested from c.1200 as "to make ready for use" and from 1950 (in pugilism) as "to bring (someone) to a vulnerable position;" from set (v.) + up (adv.). The verbal phrase also can mean "to establish" (early 15c.) and "put drinks before customers" (1880).
[most senses apparently fr the setting up of billiard or pool balls to ensure a special or a trick shot]