Xcode 5.0: Apple where is Add Build rule gone?

I cannot find Add Custom Build Rule option on Version 5.0 (5A1413). Does anyone noticed it? Has it been moved somewhere else?

As a work around I am clicking "Copy to Target" on any build rule and customising it to make it custom build!!!

[ANSWER]

Build Rules -> Custom then select Editor->Add Build Rule

With the build file selected, open the Editor menu.

This is also where the Add User-Defined Build Setting and other build setting modifications were moved to.