If it had a button on the lid, it would just be another FM radio - not really a market that a small hardware company want to be in. The statement this radio makes by being untunable is literally the only reason anyone buys it.
We recently moved house and had to return our radio, even just to stay on the same station (they broadcast on slightly different local frequencies across the country to overcome local noise).
I'm seriously considering buying one of these but wouldn't be if it wasn't reprogrammable; I'm not into throw-away electronics because of the environmental impact.
It's more "hackable" than "tunable."
If it was a "tunable radio," then the tuning mechanism would be exposed to the user.