In my experience, almost nobody follows the rating system anyway. How else do all those 10-year-old brats get their hands on CoD? I was at work and had a kid no older than 4 recognise not only that he was looking at a Batman figure, but specifically that it was from Batman: Arkham Asylum. I've sold Assassin's Creed merchandise to kids who would still think girls are icky.
I have my theories on why this is (mostly the still pretty prevalent attitude that games are children's entertainment and thus shouldn't have kid-unfriendly content) but at the moment nobody seems to really care.
I have my theories on why this is (mostly the still pretty prevalent attitude that games are children's entertainment and thus shouldn't have kid-unfriendly content) but at the moment nobody seems to really care.