Bull, the ratings system does work. I work at Kmart, and the majority of parents that are there with kids that buy games check the content descriptors on the back. In fact, just the other day, a woman and her 8-9 year-old were looking at Xbox games.
It's a good thing they added those extra descriptors too, because two games with the "Violence" tag, Godzilla and Dead to Rights, have two totally different kinds of violence. (These were the games that the parent was looking at.)