The ESRB Bites Back
Next Generation has an interview with ESRB president Patricia Vance, who is not taking the criticism of the Board lying down. From the article: "There are people who just don't believe in self regulation. They don't believe that an industry can regulate itself, even though there are plenty of examples of successful regulatory bodies out there, including the film business."
Part of the problem seems to be that sales are pretty much unregulated, so any kid can go into a shop and buy anything.
The game creation industry might do everything right, put warnings on the labels and carefully ensure that their game doesn't exceed the rating they want to put on it, but if the sales staff at the local shop hand out copies of Doom III to ten-year-olds, then the rating system is completely in vain.
There should be a crackdown on the sales of games to minors too young to meet the rating age requirements. Enforcing that system at the point of sale would do a lot to help strengthen the image of the gaming industry.
Also, a strong rating system at point of sale means that if little Timmy goes off the rails because he played Quake 47 too much, then the parents can be asked who bought the game for him. If he can't have bought it, then...
And the content creation industry itself could do a lot to avoid being targeted. The hidden content revealed by the Hot Coffee mod was a truly stupid thing to do in many ways. If it's not part of the game, don't ship the content. Shipping sexual content in a video game, even hidden away and requiring a mod to uncover, will raise an army of parents screaming "think of the children" faster than Jack Thompson claims harassment when someone criticises him.
The industry has an image that it needs to protect. A bad image means that at some point it will be regulated from outside. If you don't mind that so much, imagine Hilary Clinton and Jack Thompson appointing a board to regulate game content. That's a worst-case scenario, but it's all about public perception.