So, you, your friends, and/or family members have children. Those children like to play video games. Those parents are, um, not playing every darned game in the universe, and are wondering if any given game is going to be suitable for their kids.
This site is really new. It's still limited. But it's... it's what I think the ESRB/PEGI ought to be. It doesn't aim to answer the question "is this game any good", or even "should my kid play it". Instead, it helps parents figure out what sorts of experiences their kids will be having with the game, and then lets parents figure out if those experiences are acceptable for their children.
I am very hopeful that this site becomes huge.