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Sometimes in the new Ubuntu Oneric Ocelot 11.1 launching a program and selecting ‘Keep in launcher’ is not enough. This may happen if your program requires special startup parameters, or simply because it requires a terminal to run in, ala’ Matlab. Creating a launcher on the desktop is not simply as right clicking to ‘create launcher’ as it was in older versions.
I wandered a while before finding my answer here (thanks to Bruno Pereira), as others where that useful to me.