ChillV, what you don't understand is that the content of games in the recent years before the institution of rating systems became detailed and graphic enough to garner negative attention (Mortal Kombat is a commonly cited example), and advertisements did not always focus on that content (people did not always know exactly what content was in a game until they actually played it. This was the pre-Internet age, after all), so you can't use the fact that violent/graphic content existed in games before rating systems as a reason why rating systems are unnecessary, as it is that content that led to the creation of the rating systems in the first place.