64bit iTunes on 64bit Windows

I am running 64bit Windows 7 on this machine and I downloaded what is supposed to be 64bit iTunes from http://www.apple.com/itunes/download/

Problem is when I install the iTunes64Setup file that I downloaded, launch iTunes, and then check it out in task manager it is actually running iTunes.exe *32.

How do I get this to run in 64bit mode?!?

Screenshot: http://oi60.tinypic.com/bdjhjs.jpg