Sony offers a new firmware update for the Sony PS3. The new PS3 Firmware 2.43 is only necessary for Japanese PS3 owners.
The 2.43 update only adds in the PLAYSTATION Store in Japan a rental option for content.
The 2.43 firmware will not be notified on PS3 consoles outside of Japan. You could trigger it though under System Update. Installing it on U.S. or European PS3 consoles would not have any side effects.
More details on the Japanese Playstation site (Japanese) and on the Playstation blog.
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