Well, the program has to be started SOMEHOW.
The idea behind the U3 drives is the following:
1. You insert the device into a computer; it actually appears as two devices to the operating system - one ordinary USB drive (with all the user's content), and one CD-ROM (with the launchpad executable and autostart inifile only).
2. Windows detects a new media in the CD-ROM and starts the autostart executable - if the autostart option is enabled in Windows, of course.
3. This way, the U3 LaunchPad is started.
4. The LaunchPad prepares the environment for the installed programs, and starts those that are marked to be executed automatically.
So, the U3 edition of avast! has no way of being started automatically itself. The autostart option has to be enabled in Windows (for the CD-ROM), so that the U3 LaunchPad is started, and simultaneously - avast! must be marked to be started automatically by the LaunchPad.
avast! Home/Pro is different, of course - it's installed in the host OS directly, and registered to be started automatically by Windows.