The best use of matchlight is to put one or two in the bottom of a chimney starter to assist in getting the rest of your coals going. Standard briquet is better, lump better still. Lump also burns hotter and faster generally speaking. But I'm pretty sure you know those things.
I think your coal bed looks a little narrow and shallow. It's only about 4 coals wide and about 2 deep so you're not quite wide enough nor deep enough to get the intense heat you were looking for on an open bed of coals. See, you're open to all sides so you're not getting any redirect from the sides and bottom that a grill would give you with a similar layout.
You might have had some wind issues, but you'd have known that if there were. Just mentioning it for completeness.
I'd probably have set it up in the fire pit itself in those circumstances. Better heat reflection and all that, smaller coals not dropping through the grate and losing the heat that way. A little easier clean up.