Judging by some comments on here, I must have lost the plot somewhat. What electronic knowledge is required to plug a ready made display/keyboard shield into a ready made Arduino board?
With the Steve Ward design you can make the PCB, source your own components, program your own Pic chip, even make up your own keypad if you were so inclined, with a variety of other options.
I, for one , do not advocate going out and buying a ready made unit when I can make one, but some do (nothing wrong in that, if that is what you want!), but plugging ready made modules together, loading ready made software, is not to my mind, electronic construction.
The limitations of the Arduino solution are glaringly obvious when you compare to the other existing options.
I have no particular axe to grind with respect to the Arduino in fact the opposite, I have enjoyed playing around with the Arduino platform. BUT! It is not necessarily the BEST solution for everything.