Sorry for the late reply.
Basically, the reason you're not seeing the iReboot menu is because the iReboot service (required to get around the stupid UAC regulations: Want UAC-Free iReboot? You got it: iReboot 1.1 released! The NeoSmart Files)
Now why the service is shutting down.. that's a good question.
If you run bcdedit from an elevated command prompt, what do you get?