OP: If this works, kudos to you! I have a very similar generator labeled ETQ, and it's also difficult to start by just choking and pulling. I had to really rip on the cord, and actually broke it once. I discovered that if I held the throttle at idle, it would fire right off and idle nicely!
I think the reason it doesn't want to start normally is because the governor is holding the throttle wide open, trying to get the RPM's up, even while I'm pulling the rope...
I made a catch for the linkage that holds the throttle down close to idle speed. I hook it, choke it, and pull the rope and it's idling on the first pull now. After it idles for a bit, I release the linkage and let it rev up. Obviously it's not going to power anything at idle, so I leave the breaker off until it's at governed speed so I don't damage anything that might be plugged in. Probably a lot easier on the motor than having it immediately head for 3600rpm's when it's really cold out...
Two other things I did that help... First, I ALWAYS turn the fuel off and run the carb dry before I shut it down, using the choke more and more as it starts to sputter, until it finally quits. That keeps the carb from gunking up due to the ethanol combining with water from the air. Even non-eth gas sitting in the carb seems to lose it's volatility over time, so this way it's getting fresh gas from the tank. Second, I put synthetic oil in mine, and that made it noticeably easier to pull below freezing. I just used Rotella T6 15W40, as that's what I had laying around. If I used it more in the winter, I'd probably do 5W30 or 0W20 instead. A fridges and freezers aren't much load, unless you've got a LOT of them, so it's probably going to run cool anyway...
And to those of you saying "that wasn't necessary, my generator starts fine", I say that's great, but his isn't yours. I'm happy for you, but your point is pretty moot.
He's in Newfoundland, and uses it mostly in the winter... If your generator starts easily with one pull at -40F, I'll eat your sock.
I wouldn't worry about unfiltered air getting in either... It's winter... Not usually much dust. You could run it with no filter and it'd probably never have an issue...