Johnny Ringo said:

And, of course it SHOULD mean keeping kids away from mature games, but that seems doubtful since a lot of parents buy games for their kids without knowing anything about them.

In the states our "M" rating is suppose to mean you have to be 18+ to purchase, but I am not even sure how many places card for that. I know at Gamestop they always ask me if I am over 18, even though I clearly am. I think they are obligated to ask that anytime someone buys an "M" rated game. On several occasions I've overheard a parent purchasing a game for their child and being asked if the person it is being purchased for is 18, and when the answer is 'no', they give a quick spiel informing them of what kind of content the game has in it (by reading the back of the box).

I've never heard a parent decline to buy the game after hearing that though. They usually just say it is fine. So yeah, dumb kids will still be playing anything and everything. It is really cool the Australian censorship thing looks as though it will be something of the past.