K30 name plate - why does it lean forward?

Is there a functional reason why the Pentax name plate leans forward on the K-30?

Aesthetically, it is kind of ugly (especially when it sits beside the uber-handsome K-5), but maybe there is a funtional advantage?

From a marketing perspective, sitting on a low shelf in the store and looking at it from above, the Pentax name is harder to read when the name plate leans forward.
Wouldn't a vertical name plate have been better looking and more practical?

Am I missing something?