I saw over at Voodoo Extreme that the ESRB is going to start an awareness campaign this holiday season asking parents if it's "OK to Play?". The new campaign is targeted at parents and seeks to educate them about which games are appropriate for thier families by placing adverts at cash registers in retailers soon. Patricia Vance, President of the ESRB explains
This campaign gets to the point quickly and effectively ... By using the information provided by the rating system, parents can stop wondering and start making educated purchase decisions
If parents become educated about ratings, they may realize that games like GTAIII were never supposed to be played by kids. Educated parents will be more likely to know when thier kids play violent games and in the end that just makes parents who don't check the ratings look like they should, irresponsible. Hopefully the next time some kids kill somebody and blame a video game the rest of the parents will know enough to go "Where were your parents, anyway?" I can't see how this is anything but good news.