When the launcher launches minecraft, it is called "java.
I searched for this but could not find another report like this one.
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Can confirm, but this is surely "intended".

Is this still a concern in the current Snapshot 14w08a or later? If so, please update the affected versions in order to best aid Mojang ensuring bugs are still valid in the latest releases/pre-releases.
Still in 08a and 10b/c
Confirmed for 14w11b
Fixed.

Fixed ? In 14w25b ?
I don't know when. But the app executed by the launcher is now called "Minecraft".