Hence why I put it in "quotes."

Most families nowadays don't bat an eye at PG-13, in my experience. You wouldn't believe the complaints we got when I worked at the theater in my town when Batman Begins came out.

Apparently it's our fault that a 7-year-old wouldn't sleep for a week because her parents took him to see a PG-13 movie, since "Batman is supposed to be a family thing." Harry Potter would just make that perception even stronger, being that the first few movies were obviously aimed at kids.