Thanks @kironet - your instructions fixed the issue.
sshirokov
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I still see this thing on macOS 13.3 beta 2 (and released 13.2.1) - app icon has been picked up, but not application name. Fresh machine, and everything properly signed (Developer ID) and even notarized. Looks like LaunchAgents behave a bit better, but LaunchDaemons stay under our Developer Program name.