Here is another question that I want to answer in public forum:
Why schematics shows pull up resistors for every button, but they are not mounted on PCB?
Because Atmega microcontroller has internal pull-up resistors the can be activated via code.
Sample code shows how to enable them.
We added PCB pads since the same LCD can be used for other projects that may not have pull-up resistors.
10K resistors can be easily added in this case.
I still have few devices available if someone wants them.