I don't disagree with either of you.
Part of this process is to come up with a standard format for a startmenu entry drop in. Authors will be able to create their own versions of the startmenu that use those entries as well as create entries of their own.
The final look of the startmenu will be up to the individual mod author. I don't mind a double row startmenu myself, but once we've got the underlying code format down, I'll make sure to do a version that can be shown via an extra button in the startmenu.