If there's something that's causing inconvenience with the ESET products, it's exactly this missing feature. It's really not the smartest approach to having to create new firewall rules each time the folder name is changed due to some app update process placing the executables in new folders (usually having the version numbers in them) which results in hundreds of entries in the ESET firewall ruleset in the long run. There are tons of examples for that (e.g. Office ClickToRun, Windows Store Apps) and the ESET products should be "modernized" to better handle this new development of the Windows environment.