As part of the preparations for the launch of Clone States in November, and as part of CCP’s continuous efforts to improve account security for EVE Online, CCP is currently in the process of working on changes to the EVE Online client that will result in the removal of the ability to log into EVE via launching exefile.exe from the EVE\sharedcache\%servername%\bin\ folder.
This change is currently planned to be implemented on September 20th.
After this date, players will no longer be able to log in directly through the front end of the EVE Online client and will instead be required to use the launcher to log in at all times in order to improve account security and streamline the login process.
If you would like to discuss this change, you can do so in this thread on the EVE Online Forums.