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How do I find the Target of an Advertised shortcut?

I want to start Microsoft Word 2010 with the /m switch. However when I open Word's toolbar shortcut I see that I can't edit the shortcut's Target: field:

enter image description here

In the image above the field is read only, and all of the Office application shortcuts are the same.

I know I can create a new shortcut to WINWORD.EXE to allow me to add this switch (and I did), but I'm curious as to what type of shortcut is being created by the Office installer, and why it doesn't let me change the target.

I'm running Office 2010 x64 on Windows 7 Ultimate x64.

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Kev
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    It's some magical shortcut created by the installer. Use your own shortcut to WINWORD.EXE with /m if you want to run that instead. –  May 21 '12 at 02:01
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    @RandolphWest - I did, and said that I did, I just want to know what the *magic* is. – Kev May 21 '12 at 02:02
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    They're called 'advertised shortcuts'. Some good links and stuff here: http://superuser.com/questions/263505/how-do-i-find-the-target-of-an-advertised-shortcut – bfhd May 21 '12 at 02:33
  • Kev, I wasn't ignoring what you said, simply confirming it. –  May 21 '12 at 03:26

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