Well I know Minecraft uses javaw, but the command line for it is "java", and I think the reason it's doing that is because Java itself needs more RAM. No idea how this works in Windows 8, but but for Windows 7 you go to control panel, search Java, click the result, click "Java" tab, click "View..." and under the User tab double click "Runtime Parameters" and put "-Xmx8192m" or whatever RAM you want to assign to Java itself in there (and make sure it's more than you want to assign to Minecraft)
EDIT: I think the "javaw" command line only works when linking directly to a .jar file, but since you're trying to execute a .exe that itself runs a .jar file, "java" needs to be used. I could be wrong, but I've always used "java" in my bat file