I like the idea of having different brands providing the categories but I also want other sort options available so I can find new IP's without any trouble. I am happy that they have demos, trailers and information about each game alongside the actual download, this should make them much easier to find and provide all the information needed to make an informed purchasing decision.
Update: More information coming in from the Japanese Nintendo Channel regarding eshop features and its all sounding good.
From Nintendo World Report Downloadable games can be rated in the Nintendo 3DS eShop, according to a video on Nintendo's Minna no Nintendo channel on Japanese Wiis. The video shows Super Mario Land with a rating of 4 out of 5 stars. Unfortunately, the price for Super Mario Land and other Virtual Console games were not shown.
There is also a wish list option that allows users to build a list of games you want and watch videos about them. You can even message your friends regarding games.
DSiWare will be integrated into the eShop, showing up in the same section as Virtual Console games. As revealed previously, users will be able to search for games under specific parameters, such as Mario games.
It also appears that you will still have to buy chunks of money, though as announced before, it doesn't use a point system this time.
Another video on the Minna no Nintendo channel showed off the friends list on the 3DS. It showed a friend of the user to be currently playing Nintendogs + Cats, complete with a cute animation of the friend's Mii playing a 3DS.