The next update to Windows will prevent launching executables from within the package install folder, and require you to launch from the user's local symlink to the executable (see issue37369).

Currently, the only value we can put into the registry when installing via the Store package points directly to the package install. There is no way to point at the local symlink.

I'm working with the Windows team to find either a fix or a workaround, but right now anyone who updates to preview Windows (or gets the update when it releases at the end of the year) will not be able to launch Python through tools that look in the registry.