Github user daserge commented on the issue:
https://github.com/apache/cordova-windows/pull/180
It's
[Windows.ApplicationModel.Activation.ActivationKind](https://msdn.microsoft.com/en-us/library/windows/apps/windows.applicationmodel.activation.activationkind.aspx).
The gist is that we are calling `splashscreen.firstShow` and thus the
`activated` function only when [ApplicationExecutionState not in (running,
suspended)](https://github.com/daserge/cordova-windows/blob/37f6494beef23b88bcf91420aff7e8e7c39a328f/cordova-js-src/platform.js#L74),
i.e. when the splashscreen is not initialized.
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