"Only one out of five students report that their parents have ever prevented them from purchasing a game because of its rating" So what? I guess those Parents are Evil/bad/stupid. "This is not a trivial issue because most major retailers will not sell AO games. Publishers therefore manipulate the criteria to avoid the dreaded AO rating" So they admit the AO rating pretty much bans the game from even adults.. And they think thats ok? "there is both an opportunity and challenge for the industry to develop games that involve physical activity so that young players exercise more than their thumbs." If someone doesn't like to work out then why would they buy a game that requires them to do push ups while playing?