Finally got it all working great, got 4.4 installed, was working fine. Came back to play some more this evening, and game froze forcing me to cancel process in Task Manager (freeze when entering Holborn Access Shafts for a second run).
Unleash Hell again. Target is x64-DX10 SP, same as before. This time it runs the DVD, and all the splash screens, unlike before where it went straight to main menu. No mod indicated. Mod no longer shows on bottom left as before. Load game anyway. No mod features present.
Delete game save. Change target to x86-DX10 SP. Install mod. Install sucessful. Unleash Hell. Same DVD spin and splash screens as before. No mod present.
What am I doing wrong?