Doing things based on exe filename is quite standard in Windows land. There's literally a registry key called "Image File Execution Options" where you can add a subkey with the name of the exe and then add values to control things like what interpreter to launch it under by default. Similar to Linux's binfmt registration, but based on filename rather than magic bytes. Very useful for attaching debuggers to specific subprocesses that you can't launch manually, as long as the process is named sufficiently uniquely.

https://techcommunity.microsoft.com/blog/askperf/two-minute-...

Renaming anything (without a manifest) setup.exe will cause Windows to ask for UAC elevation. The user cannot opt-out. There are a few other hard coded strings like "install" that cause this AFAIR. You can also use its_a_setup_mr_bond.exe for example.