The question is, if Sony can region lock the stores like this, why don't they? Surely it prevents cross-region purchases far better than just crying "don't do that!" On the other hand, it makes sense considering that the PS3 is region-free for Blu-ray games, but locked for Blu-ray movies. Maybe the game stores remain unlocked because they know what a shambles the EU Store is. Whatever the reason, we're glad for it. Hopefully we'll hear about the EU rollout for the video store soon.