it actually makes a LOT of sense..
they get ahold of a new technology... come up with a cool idea... The implement some rough prototype buttons with the lcds in them.
Then they try to shrink down the controls... but have some issues...
so then they come up with a 3 button version where each are 2x the size of the original design... for 1/2 the cost of 102 buttons for 3.
Sounds all very reasonable to me. They where probably waiting until they could get the lcd's themself. It can' take a year+ before you can get your first mass quantity product after getting a demo.
heck, I could see that they only had one or two olcds and based their whole product from that.
I was working for a company who had a java solution for manufacting. There was a very large company who started selling a full computer (486x100 type speed) in the size of a memory chip. We got one and it was really cool (perfect for sitting right next to a machine for conversions ect).... years passed, and we could only get a few at a time.... they missed the boat completely because by the time they could mass produce, other, better options where out.
but if we started promoting our product to run on it when they originally said they could get us the chips, we would have looked the fool... our software was ready... it was others...
I bet the olcd manufactures are doing this.