This sounds about right. The gold box mine came in (about a week ago) had three stickers on one end of it: 1. Large bar-coded sticker running about the width of the box listing the (usual) package contents in 3 languages - camera, battery . . . system requirements for the software, etc., 2. Small bar-coded sticker with just a number on it (the serial number), and 3. A 35x70 mm sticker saying (in 4 languages), "This package includes:” and then in large print “XQD” and below that “Sony Memory Card QD-H16” and "Sony Card Reader MRW-E80.”
The fact that these are stickers on an otherwise pre-printed box indicates to me that the information can (and will in the case of the SN) vary. Stickers 1 and 2 probably will always be on the box in one form or another. The Sony sticker?
So...if buying off-the-shelf/from stock, ask for a box with the Sony XQD sticker on it.