Anon hit the nail on the head. Lawrence is ambitiously out to make this deck the Bicycle of Asia, so to speak. At the very least, his audience for the cards isn't exclusively magicians - he's aiming at game players, for whom a marked deck would be immediately suspect. I'd wager that was also the reasoning behind making most of the court cards with standard faces. He did retain the telltales on the front of the cards (bold/light indices) but the rest of the markings are gone, as are the box reveals. He kept one joker, the reveal joker, so that could still be used, and he swapped the other for a blank faced card - concessions to the magicians who love the performance. Discounting the markings, he also made the v2 deck different in that the diamond at the card's center back is now flipped to the correct orientation to show of his "LS" logo - this was reversed on version 1, perhaps as a way to make them distinct from a non-gimmicked deck.
Why does the box have a hole in the back? Well, he wanted potential buyers to be able to see what the card backs look like, since the box art has a lot of metallic inks. They appear to like it. It's also the reason why he went with a shiny finish - in China, shiny is often equated with new, and he felt the glossy finish would hold up better long-term over a matte finish. While a magician is constantly carrying around a pack of cards, the average card player keeps them in a drawer somewhere or inside of a poker kit, protected well enough that the hole in the box isn't a big deal in terms of the deck's longevity. One change that he does have in mind for what I assume will be version 3 is that he wants more embossing.
He might lose you, Collector, as a potential customer, but he's expanding the customer base to a much larger audience, bringing in many thousands and even tens of thousands more customers. He'd probably be happy when his market penetration reaches tens or hundreds of millions! There's no way the card collector community alone could support such an expansion - there's just not enough of us, even if every one of us bought these decks.