I really like the super-simple design. (I wonder how it auto-focuses though, I can't see any focus sensor. It has a zoom, so it can't be fix-focus (no focusing at all, depth of field covers it).)
"Artist's impression" of that:
It's all doable, the name can be on the top, the flash can too (though probably not in a water-proof camera), and even though it seems like all lenses have their data engraved on them, I doubt there's any law that says they must have. (And if there is, the subtle engraved text is not bad at all.)
It's a very compact camera, so it's pretty amazing that it has a 5x zoom which does not extend from the body! The lens sits side-wise in the body and "looks out" via a 45-degree mirror. But still, that's very compact, I wonder if that affects the image quality.