Aaah, when I try to launch it from the Itch.io store app, I just get a message that icons were updated. Weird.
That's strange :s
Looking in the game's folder, it might have to do with the icon program being the most prominent executable? It's in the game's root. I don't know how itch.io's butler works but if it just latches on the most visible exe that might explain it.