I think they are only doing this is because Nintendo and Microsoft have pretty much dropped region block outs on games all ready. If Sony were to keep Region Block outs it would have hurt sales. Pretty all the Xbox360 games are Region Free, Some games were region blocked but its up to the company. I think Kameo, Perfect Dark Zero and DoA4 were the only games that were region blocked.
Also I wouldn't be surprised if the Revolution is also 100% region free. The Cube all you needed was 3 wires and a switch to make it multi-region.
I still think Sony won't make a worldwide launch and it will only be North America and Japan first and Europe a few months down the road and everywhere else a few more months later. There is no way Sony could make a Worldwide launch in such a short amout of time. We don't even have finished PS3 hardware yet.