Changing the Ribbon:

Yes, it is complicated, when compared to toolbars. It does require XML coding as well as vba. See Customize the Ribbon (It doesn't take rocket science) andRibbonX: Customizing the Office 2007 Ribbon

Shortcut Keys:

The code you quoted would make a change to normal.dotm. I've never tried this code in a procedure. Have you? I tried it in the immediate Window of Word 2010 and vba does not recognize Application.MacroOptions.

An alternative?

I've found the simplest way to roll out modifications to the UI is by adding one or more templates to the Startup Folder. If you have your modifications in the template they work for the user. Doing it by code requires that the recipient allow the code to run, at least if you are using vba.