...Most people just hear from someone that GTA III has some extreme violence,” says Lowenstein. “They have no idea that the game is rated M for Mature, or that there is even a ratings system voluntarily in place for games. Our challenge is to make the ESRB ratings as widely known and well understood as movie ratings. And to show people that our ratings are actually far more specific and useful as content guidelines...
...It’s hardly surprising that political attacks typically come from a generation of people 45 and older who grew up with more traditional forms of entertainment,” Lowenstein continues. “But the demographics are on our side. Twenty years from now, the people in power in this country will have been and still be gamers; they’ll have grown up with this stuff....
Source - PC Gamer