It's happening because you're re-using the same Glyph client to launch all three instances of the game. Each game you want to launch requires its own launcher.
http://isboxer.com/wiki/Quick_Start_...ing_a_launcher
You've never been able to launch Rift.exe directly without some sort of launcher to assist in the process. How did you go about avoiding the Glyph client?When you launch your Character Set, one launcher and game instance will be handled at a time. The second account's game launcher will open after the first one has launched the first game instance, and the first launcher has closed.
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