Plextor has only provided a PR photo of the new 740A with an open tray hiding distinctive drive features from view, but here is a better picture I've found at pcpop.com. Note the location of the eject hole, unique to BenQ drives.
Plextor first (top or left), OEM BenQ next (bottom or right).
P.S. PX-740A is now listed by plenty of US online stores but nobody has the drive in stock yet. sparco.com, a large distributor/online retailer lists two versions of the drive, beige and black, priced $98.20 (10% off $109 retail price) , with ETA of June 4, 2005.