Oculus home overriding app launch

Running into a recurring problem where the Oculus Home app tries to insert itself and then kill Unreal apps.  Even when trying to launch from inside UE, Oculus jumps in and crashes the playback.  Same thing when I package out a build.  Really struggling to understand the need to force everything through the Oculus store/home and not just let the apps load as they would on their own.