It's quite surprising that they released an L-mount compact body, but the fixed F8 pancake lens seems like an odd choice. The L-mount is designed for full-frame, and with such a compact body, any other quality lens would likely overshadow the body in size and weight. This makes the S9 less appealing when considering the availability of better L-mount bodies that can support higher-quality lenses more effectively.
The cold shoe design on this camera indeed seems geared towards content creators and travelers rather than professional photographers. Pros typically mount a flash or trigger on the hot shoe for more advanced lighting setups. The cold shoe, which lacks electronic connections, limits this functionality but is useful for mounting accessories like microphones or small LED lights, making it more appealing for vloggers and on-the-go content creation.