This is a very nice stick, based on the same mold as ASCII's series of Dreamcast and PS sticks (Sammy has since bought ASCII's controller division and makes similar looking sticks).
The guts of this stick are instantly familiar to anyone who's opened most any Japanese stick made in the last decade. A PCB with buttons mounted to it, an arcade stick mechanism and a small PCB with the console-specific controller logic. This stick also features a poorly-connected LCD screen.
This is a Playstation stick.
The mechanism is a clone of the Sanwa JLHs-8Y Flash1 optical unit
There are at least three ASCII Sticks with near identical innards, and some of Sammy's sticks (like Sammy's SNK vs Capcom sticks) are identical inside as well. It would seem that ASCII's sticks, and possibly Sammy's as well, use the same logic PCB and may have the same features (ie programmability) as the ASCII units. Note that this stick has an optional slot for save-RAM for storing combos and things.
The Sammy sticks do not have buttons where the 2 new face buttons (the curved ones closest to the front) are, but the other ASCII units (The Zero 3 and (I forget the name)) have buttons present inside, but no holes in the front plate.