first sighting of OBJs first (or second) Integrated Product, page-9

An interesting point.  I can see what you mean, but don't believe it for a second. The user would be pressing the 'button' or 'pump' so close to the tip that it would be cumbersome and a really poor design. They would probably get the cream all over their fingers.  So no way.  That oval shaped area is there for a reason and the only reason I can conceive is an OBJ micro-array.