The way it works is the way most programmers expect it to work, even
though most get bitten by it more than once.  So the behavior isn't
going to change.  I've attached a doc fix, but I'm not sure whether or
not the 'diplay name' piece applies only to unix, although I've
documented it that way.  The windows documentation I found for
CreateProcess does not mention it, though it does note that "most C
programmers" treat argv[0] as the process name, consistent with the way
subprocess handles the argument string.

The Windows documentation I consulted is here:

http://msdn.microsoft.com/en-us/library/ms682425.aspx