Yes, looking at my U.K. copy and at other copies that have been unsealed I'd say that it's just the way the photo came out (showing the black background of the steel almost in a matte finish) and to reinforce that I'd like to direct your attention to the manufacturer of this steelbook, Scanavo, whose own website makes it quite clear that there are two and only two versions of this steelbook at the present time:-
VERSION ONE (manufactured by Scanavo in Canada for The Americas) - Mix of gloss on the black parts, matte on the red parts and spot gloss on the silver parts. No 'bossing (neither embossing nor debossing).
VERSION TWO (manufactured by Scanavo in Denmark) for the rest-of-the-world - As above BUT with both embossing and debossing (title and eyes)
If there is a VERSION THREE (manufactured in Hong Kong) for the Asian market then I'd expect to see that information on their website