"I think i deserve a medal! Don't ask how but i noticed something different in this picture. Whats that new icon above 'Game Settings' but underneath 'System Update'? It looks very similar to the message box icon so could it be 'Message Settings', 'RSS Feeds Settings' or 'Email Settings'? Hopefully we will find out in the 2.30 firmware update due next Thursday."
If you look in the following picture, it is in fact something called 'Edy Viewer' which is something exclusive to the Japanese market. Sorry to get your hopes up!