cogadh: .....large posters up in every major game retailer explaining the entire ratings system, they put info ads on TV, online, in magazines, on the radio... I've even seen one before the trailers in the movie theater. They are trying to tell everyone about it, but no one even pays any attention to it.....
Then maybe humans actually talking to each other? Has that been tried? "Sir, did you know..." or, "This game is rated...." while people are being assisted within the stores. Again, wishful thinking, but it would solve some issues.
StingingVelvet: Maybe if parents gave a shit?
Well, yes, that always plays into it. Most don't care, but the fact that the mother was going off about the "age range" showed that she cared, but didn't know. If one way of getting how the ESRB works into the minds of parents who care doesn't work, use a different method. Preferably, without government help.