With all those zero Ohm jumpers and bridges (which require additional steps during production), I just can't imagine how this could be cheaper than just using a two sided PCB. Which might even reduce PCB size by quite a bit.
Or it's an old design from the time PCBs were more expensive?
The economics of high volume consumer manufacturing are much different from what most of us who only make things by the tens to thousands deal with. I repaired a dishwasher where some of the buttons had failed, and found that the manufacturer had this crazy complex injection molded plastic flexure assembly to link the physical buttons to the switches on the PCB, which were, apparently, designed to fit a front panel with the buttons laid out differently. The complexity of that part easily added tens of thousands of dollars of NRE versus if the buttons were lined up, but divide that over a few production runs of ~100k and the marginal cost is nothing compared to the costs in designing, qualifying, manufacturing, and stocking an additional PCB assembly with the switches in the right place.
Some years ago I visited a factory that made domestic appliances, and just that one facility was producing 15,000 units per day at the time--which was well below their full capacity. One whole side of the factory was a line of house-sized forming presses chewing through 500 tons of coil steel a day, and in the middle of each one was a massive multi-stage forming die, probably 2-3m long, and 1m high/wide, full of intricate cutting and forming surfaces precisely machined in tool steel, with lots of mechanical linkages for ejectors and slides to form side features. The design, manufacture, and assembly cost on those things must be huge--not to mention the 1000 ton press that operates it--but the whole point is that a fully formed sheet metal panel pops out about once a second all day every day.
Here, the marginal cost of screen printing conductive tracks onto the PCB is probably pennies even if you account for the equipment investment and setup, and in return, they save on every unit by using a dirt-cheap substrate, only having to etch/mask one side of the board (which means not having to worry about layer registration), and not plating through holes. It doesn't surprise me at all that this method makes sense at their volumes.