@DeathByVisualStudio: I'm sorry for you too? These users aren't the majority, but the 80/20 rule applies. That is, unless you can keep them positive. I've seen IT professionals with with negative attitudes about the products that they are implementing sink or sour entire projects. Their attitude spoils the users perceptions and then nobody is happy. On the other hand a positive and encouraging IT staff can make very difficult transitions much easier for the users.
@magicalclick: In some environments, corporate IT has already been using an application launcher for years. There are all manner of solutions for self-service application installation and execution. So, using stuff like GPO to manage the Start screen is just a natural evolution.