eShop confirmed to be fully-region free! You can access other region eShops and download and play games/DLC on another region account. You can apparently even use U.S. credit cards on other regions (this works with Visa on the J-eShop on 3DS) and it will not only work fine, but even display the prices in dollars. THAT is awesome.
Gonna download Puyo Puyo Tetris, Blaster Master, and Dragon Quest Heroes tomorrow!