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Is this cheating?:

When you launch a batch file by typing the name then %0 only contains what you typed.

This is more robust:

Sure. But if you type the full name of the batch file this works. Apparently it is okay to specify how the batch file should be called, judging by the quine page. Also judging by that page, brevity matters. If robustness is a goal you could do this:

According to Wikipedia it is indeed cheating:

http://en.wikipedia.org/wiki/Quine_(computing)

Thanks to DigitalSnow answering this on another thread