Hi TW, what versions of Eclipse, the JBoss Tools, and ESB are you using?
Ecplise Kepler, JBoss AS 7.1.1, JBoss ESB 4.12, and the tools from Ecplise Marketplace to be able to create JBoss ESB projects.
JBoss ESB doesn't support JBoss AS 7.1.1. We suggest using JBoss AS 5.1.0.GA (http://docs.jboss.org/jbossesb/docs/4.12/manuals/html/Getting_Started_Guide/index.html).
If you want to use Kepler, I'd suggest reinstalling and then using the following URL for updatesite :
After configuring the above (JBoss AS 5.1.0.GA, Kepler SOA Tooling, etc) I think you should be okay to follow the mastertheboss instructions, if not let us know.