Yes, I've seen it too. It seems to track with that latest launcher pointing to a jar file vs. an actual executable.
Here is property of the latest ASDM from my machine's start menu:
"C:\Program Files (x86)\Cisco Systems\ASDM\asdm-launcher.jar" -Xms64m -Xmx512m -Dsun.swing.enableImprovedDragGesture=true -classpath lzma.jar;jploader.jar;asdm-launcher.jar;retroweaver-rt-2.0.jar
If you prepend all of that with:
javaw.exe -jar
and make that a new shortcut, you'll then be able to pin that to the taskbar and launch from there.
If you want the Cisco ASDM launcher icon to be used instead of the plain javaw.exe one, you'll need to tell the newly created shortcut to use the .ico from your ASDM installation, location discernible from your start menu's icon. For me, it was buried down in:
%APPDATA%\Microsoft\Installer\{31C1587B-7573-4E93-AF7B-1ABF0BC84E5A}\ASDM_IDM_Launcher__218F0A0F194C411485EE74EEDD6CD78A.exe
...but your location will vary locally.