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@Anonymous and @Xiaopo Yang - MSFT Looks like the issue is that Game Bar uses the caller’s App User Model ID. When a process is launched by a shortcut the system tries to figure one out from the shortcut context, but gets stuck. Processes launched by ShellExecute or double-clicking on the .exe don't have the shortcut context, so they get an AUMID correctly.
Being tracked @ http://task.ms/39033892
For the full details: I thought I had included this link with my original post, but originally filed this with cppwinrt at https://github.com/microsoft/cppwinrt/issues/1133