I'm a little late to this party but I also use Match Light. As some have noted, I dig out a low spot toward the feed end of the grate and pile about a dozen briquets in there. I disengage the feed clutch, light the charcoal, let it burn until the starter fuel burns off, then start the blower. As the charcoal fire builds in intensity, I use my hand shovel to flatten it, then add some coal a few times when it gets hot. I then feather the feed clutch to bring feed coal to the fire while making maximum use of the charcoal. (The blower, of course, runs constantly until the thermostat turns it off, usually hours later.)
Usually takes me 45 min to an hour to get it to the point where I can walk away.