add support for program_invocation[_short]_name

this is a bit ugly, and the motivation for supporting it is
questionable. however the main factors were:
1. it will be useful to have this for certain internal purposes
anyway -- things like syslog.
2. applications can just save argv[0] in main, but it's hard to fix
non-portable library code that's depending on being able to get the
invocation name without the main application's help.

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