For a real example, a friend of mine previously worked at Gamestop and he sold something rated M to a 16 year old kid who was sent in on purpose to try and buy an M rated game. Needless to say, this organization that sent the kid in then contacted Gamestop and my friend was subsequently fired before a pin could drop. They take that sh!t seriously. Because the ESRB providing those ratings and warnings to parents is the very thing preventing actual legislation from coming in and messing everything up, and retailers are going to have enough trouble as it is what with digital distribution taking off the way it is.