On master (5352d14b3796d9e672a20ada8f7613a70fe448f4) CI_RETRY_EXE=${CI_RETRY_EXE:retry} works as a Substring Expansion, and that is wrong.
If CI_RETRY_EXE variable was unset initially, its new value becomes an empty string, but not "retry" as one could expect. Consequently, the ${CI_RETRY_EXE} ... command does not use ci/retry/retry script.
This PR makes for CI_RETRY_EXE variable a usual parameter expansion, i.e., ${parameter:-word}.
Reference: #18735 (comment)