exactly. When you double click on a file, are you launching it? NO. When you find files, are you launching them? NO. This is a metaphor based system, and your lack of metaphors relays a true lack of background thought.

Secondly, we had a customizable Apple menu in OS 9, and it sucked. It was as bad as the windows start bar. It could be done properly but that is what the dock is for anyway.

Lastly, icons in the Apple menu is imho an interface turn off.