MinecraftLauncher.exe appears to not pass JVM arguments to Minecraft

My Issue was discovered because I noticed in the F3 debug screen that MC was only using 499MB of ram so i google searched a fix and discovered this: http://www.minecraftforum.net/forums/support/unmodified-minecraft-client/tutorials-and-faqs/1871637-tutorial-allocate-more-memory-for-minecraft

The problem was that I tried it multiple times and it never worked always 499MB. I was using MinecraftLauncher.exe Inside the folder structure is Minecraft\games\launcher.jar which I assume is the java version of the launcher so I open it, make the changes mentioned in above tutorial, click play, and open F3 debug to my surprise it says 2048MB. I then check with the windows executable launcher again and 499MB. I'm not an expert in java or programming as a whole but it seems the win launcher isn't passing the jvm arguments to the game where as the java launcher is.