The PS3 itself doesn't ignore region codes. It has it's region code set from what country you bought it from. Your PS1, PS2, DVDs, Blu-ray movies etc all have region codes which apply when playing in your PS3.
Actually, around 66% of Blu-rays movies are region-free. There's a great list here though I have not actually compared it to my own collection for credibility.
For me though, it is all about the games being region-free. I have imported a number of games from Japan/Asia and have had great fun with them. One is even my favorite PS3 game to date (Demon's Souls). I REALLY wish Nintendo had done this. There are a ton of good Wii games out in Japan that don't seem ot be coming over here sadly.