patsu, the point is the needs ARE that simple a huge amount of the time in the BD-J space. You want subtle tweaks, simple menu systems, etc. If you need to load the JRE and then you also need to "install" the code to transform it to native code first, that's considered overhead. It's also considered by some to be overkill.
The overhead is always there as long as you need to deploy it to multiple platform though. It's just that Java has its own way of doing it. Native C has its own overhead to deal with multiplatform deployment.
The menu systems loaded rather quickly after the initial loading. Again, based on the above example, the base VM loading is only sub-second on a PC. It's hard to conclude that it alone contributes to 30 seconds to 1+ minutes of load time on the BR players.
Remember there are complex DRM and graphics heavy UI elements to load from Blu-ray too (during startup). Based on the Samsung player vs PS3 comparison, there may be system design factors that may affect Java loading as well.