Softbank announces Fullface 913SH phone

What are some of the weirder names that you have heard used to describe a cellphone? The Fullface 913SH from Softbank is definitely one of the stranger ones, featuring a 2.8″ QVGA display that supports 260k colors, a 2 megapixel camera behind and a 1 megapixel camera in front for video calls, a microSD memory card slot, HSDPA and Bluetooth A2DP connectivity, touch sensitive controls, and infrared capability. You will be able to pick up the Fullface 913SH cellphone when it hits stores in Japan this July. The 913SH measures 50mm x 108mm x 16.8mm and weighs 125 grams, and it comes in white, grey, pink, green, orange, blue and gold colors. Somehow Japanese seem to love these rectangular form factors to no end – is there any reason behind this?