Per the tweet last nite by @jonathansampson
https://twitter.com/jonathansampson/status/734231207911641088
Web notifications now show in the Windows 10 action center with the name "BraveSoftware.Brave.browser". This is done because electron uses the value set here:
https://github.com/brave/browser-laptop/blob/5278b03b33dcbad7d5098aa5011e86dc8afbbb60/app/windowsInit.js#L39

Update the name which ends up being used for the action center to be the same as the name used for the Brave application. Since this appears to be new behavior in Chromium (see https://bugs.chromium.org/p/chromium/issues/detail?id=516147), it's possible electron might need an update to expose a human readable application name (instead of using AppUserModelId). The AppUserModelId used above was primarily set to make sure Windows groups the taskbar icons properly, using the same string (and we don't want to change that behavior).
Also per @jonathansampson, this is a great website to test notifications on demand:
http://www.bennish.net/web-notifications.html
we use that same URL in the manual test cases we run before each release too: https://github.com/brave/browser-laptop/wiki/Manual-Tests
That's where I got it 馃槉
Nice loop :-D
Looks like this is fixed! Per the comment here by @felixrieseberg, I believe the issue was solved with https://github.com/brave/browser-laptop/commit/82a2ac64b9897184cc01feac034c3051728a6490#diff-98f0ed24f8f0fed04b7949391f32909eL11
Like Felix says, Windows will be looking for any links (pinned or not) with the same AppUserModelId. Before, the app ID didn't match because the app gets packaged with Squirrel. Now that it does match, not only does pinning work properly (and not break on upgrade), the proper name "Brave" is associated with the link

Just confirming that this is all exactly right!
Most helpful comment
Just confirming that this is all exactly right!