Because they can't rate how the players will play the game. You take your kid to a G-rated movie, for example, you don't expect someone to come into the theater swearin' up a storm. It happens, though. The ESRB's job is to rate the content of the game as the publisher presents it, as a release candidate. They judge the game ITSELF, not how some frustrated teenager with a permanent hard-on that's draining his brain of oxygen makes it.
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