I figured that was my problem. That is why I specified in my post that I was NOT using Shellac. I was essentially coating the match in plastic and that the air simply couldn't get to the material to help it ignite.

BTW, yesterday I ordered a Solo Camp Lighter from Basegear.com that is an extending lighter. I'm hoping it will do a better job of reaching inside the fire layout to the tinder. I'll let you guys know how well it works.