Then they come up with the rating system whose only enforcement is on the AO rating, and don’t bother to actually clean up their shit. As the post above yours mentioned, the problem is lack of enforcement anywhere outside the AO rating or even anyone involved actually caring. Devs and marketing teams push for M if they want to actually sell a game to kids above 7 years old, retailers will sell anything to anyone lest they lose out on the money, and parents who ask about it will just ask the kid who wants to buy the game and will lie about what the rating means. We can crab about movie ratings all we want, but at least most studios and theaters actually enforce the MPAA’s rating and parents know what movie ratings mean. Game ratings are basically like TV ratings, so irrelevant you wonder why they even bother.