FEEDABEEF....hehe...sort of reminds me of the Java bytecode signature CAFEBABE.
What's interesting here is that, by default for Win64, the procedure's argument stack space is pre-filled with argument data. Reference
this NASMX thread for further information regarding FASTCALL_STACK_PRELOAD.
Thus what the demo is attempting to do is obtain the value contained at the defined my_p.hWnd stack offset. The dot notation is used within the procedure in order to permit multiple procedures within the same file to use the same parameter names regardless of the position of the argument within the parameter list without forcing the developer to use some crazy define/undefine scheme. It was designed that way to help prevent developers from shooting themselves in the foot. See the official Nasm documentation for further information regarding label names to better understand what NASMX is doing under the covers with that notation.
The fact that you've used
ptrdiff_t [argv(.FEEDABEEF)] as a parameter name reference within the procedure is certainly not correct as there exists no my_p.FEEDABEEF label defined during assembly. When you say that the program works I'm assuming that you mean it assembles since obviously the referenced stack address supplied would/should cause the resultant program to crash.
Of course, knowing the x64 calling convention for Win64 you most certainly could use the rcx, rdx, r8, r9 registers directly for such a simply function. However, it's when your functions begin to grow in size and complexity that you'll start to appreciate what NASMX does for you. The fact that NASMX hides a lot of repetitive calling convention framework gunk also makes it great for students new to assembly programming.
The demos simply showcase the syntax. Think of them as documentation. However, there is a slight learning curve. Try experimenting with the macros IF, WHILE, & BREAK to see what I mean regarding handling code complexity, structure, and speed of development. Some of the work Mathi did with the OpenGL and graphics demos shows some of what can be done.
Hope that helped!