I have IMatch on the task-bar, so I don't invoke it from the Start Menu (or anything else for that matter). I just dislike installations that plop 5-10 items at the root level of the Start Menu (ie the clutter). Also, if the app asks about the Start Menu folder (IMatch doesn't), I often drop them in my Photo (menu) folder rather than let the top level menu get bloated, which it quickly will if every app does that.
As far as not finding IMatch, almost all of my apps offer to make (one) shortcut on the desktop. I can see if the menu folder was Photools.com it might throw people off as some probably forget the connection between Photools & IMatch.
I still use (and donated to) the excellent Classic Shell Windows extension, but that author stopped supporting it almost two years ago and it's getting cranky with recent Windows updates due to tighter security rules, etc.