You could remove the start.sh and the bin directory by setting the action in the menu.json to:
"/usr/bin/lipc-set-prop com.lab126.appmgrd start app://com.lab126.booklet.imageviewer"
And you forgot to mention that this only LAUNCHES the imageviewer app which is written by lab126 (amazon).
It's a bit over-hyped, what with the website and all
Attaching the simplified version