YMMV, but I find things faster on average in the new apps list than digging through All Programs - if I don't know the name of a program I don't necessarily know what folder it'll be in either, so finding it often means opening and closing several folders (and putting up with the annoying expand/collapse that moves everything around (in Vista/7) or the frustrating cascading menus that make you carefully navigate through the bottleneck (in 9x/XP)). For me it's usually quicker just dumping everything out, so to speak, and scrolling through until the icon/name jumps out at me.