The enigmatic Warrior Keiji helps the hero many times throughout his journey. Download Keiji's episode for another exciting adventure! Download times: July 2nd to December 31st, 2012 How to download: Nintendo Wi-Fi Connection •The episode will be available after you complete the first ending sequence."
If they're DLC, then what're the passwords doing on the cheats section?
They're not actually DLC. Much like all WiFi events in Pokemon games, the content is already in the game and not downloaded. All you're downloading is an unlock code to access it.
In the case of Conquest, they also added a Password system and accidentally forgot to lock out passwords to access WiFi events. That's why some people are running around with Reshiram linked with Hideyoshi in the NA version already.
Fair does not exist. Fair is a word from a world of happy fantasies.