Windows firewall and ping

I am experimenting on blocking all outbound traffic by default using Windows Firewall. I then wish to explicitly allow ICMPv4 outbound by the PING.EXE program. Hence, I explicitly create custom rules that say if the file is %systemroot%system32PING.EXE and the protocol is ICMPv4, it is allowed.

However, when I run PING.EXE 8.8.8.8, it says "General Failure" and my firewall log shows that the traffic is dropped. I then use dir ping.exe /s to find all the instances of PING.EXE (there are 4 of them, one in System32, one in SysWOW64, two under WinSxS) and explicitly allow all 4 of them. I am still met with "General Failure".

I used ProcMon to see if C:WindowsSystem32PING.EXE is being called. It looks like it is.

However, if I says ICMPv4 is allowed for "ALl programs that meet the specified conditions", then PING.EXE 8.8.8.8 will succeed.

Can anyone help to explain why is this the case?

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