Popping in about my comment, you guys made the same point I did. I said that the ESRB would work if you could find info about games in the newspaper, TV and things like that. If the games received the wide-scale notoriety that movies did, people would understand a whole lot more about games, as well as what the ratings mean. Newspapers review nearly every movie, and if they would review just one or two games a week, people would have greater understanding.
Now, when you consider that the ESRB works closely with virtually all retailers in the United States, I have to say that I think they had a hand in keeping these stores from selling Ao games. There's a section in the FAQ on their website that makes me think this, maybe I'll find it and link to it.