Man, I don't have kids (that I know of) and I'm dawwwwwing all over this PSA that the ESRB just put out. It's a reminder that it can be hard to say no when your kid's so excited for Ninja Attack!, or whatever they're clutching, and you want him or her to be happy. But it's important to read the ratings and use parental controls.
This spot's so cool, Vice President Biden retweeted it out like, 12 hours before anybody knew it existed.
Good on the veep; I'm sure the ESA and publishers are happy to have his stamp of approval too. And yeah, check the ESRB Rating on every game. It helps parents and it helps kids. And, frankly, it helps those who make the games we enjoy, whether they're rated E, T or M.