Julian Eggebrecht,the Factor 5's President and Lead Director and Producer, opened the GC Developers Conference with a bold keynote titled "No Sex, No Drugs, and little Rock’n Roll – Ratings and the challenged creativity in games" in which he expressed his concern over the self-enforced ratings system on video games, specifically certain events surrounding "bizarre" ESRB decisions.

"With the discussion of interactive entertainment as the art form of the 21st century heating up, games are at a cross-roads of perception: There are those who want video games to be toys forever, and there are those who use games to live out their most adult fantasies. Are game creators being shackled by censorship and false morality, or is the industry itself cutting off its creative limbs because of self-induced fear. We will follow the development choices and thought-processes in other media and, in comparison, major interactive titles like Factor 5’s LAIR to show when and where to address choices in game content to avoid rating pitfalls and ask the question if a censorship crisis is on the interactive horizon." Eggebrecht revealed in his speaking.

Lair is as you may know a dragon-riding simulation where, among other things, you can swoop down low, feed on humans, graphically tear off their heads, then use the skulls as projectiles.However, while some violence may be okay for M-rated software, sex in games is a definite no-no.

According to Eggebrecht, the evaluation process is "a flat out bizarre system" and "a charade," if for no other reason than the disparity between game ratings and their kissing cousins in other well-established mediums like film, music, and books.