I have this same problem VS2010 Microsoft Visual C# 2010 01019-532-2002102-70420.
I uninstalled rebooted reinstalled still not in the menu. The same ISO installed on another machine works fine.
I created a new local Win7 profile and logged in and the Add service Reference returned. User profile related so I investgated that.
Then I tried "C:\Program Files (x86)\Microsoft Visual Studio 10.0\Common7\IDE\devenv.exe" /resetuserdata.
I deleted all the *.vssettings files and still will not show.
What file do I drill into tweak this setting?
Also when I upgrade webservice dependent projects from VS2008 .NET3.5, all the webservice references are omitted in the conversion process. So I'm stuck between two VS versions. Non web service projects in VS2010 and WebService projects in VS2008. This is
the most irritating thing.