Parents want some control over the shows, games, and the like their children consume. This is not going away, and in measured amounts is not a problem. It's something for the parents themselves to decide.
This site is, in my opinion, a step forward. Instead of the crude ESRB rating (which you can still look at if you like), you get information on a wide variety of areas of concern, some of which are relevant to non-parents (Sensitive about issues of sexual violence? There's warnings on the site for that). It's important to realize the site is descriptive, not perscriptive- Big box stores require you to be 17 or older to buy M-rated games in the U.S. This site doesn't say, "Not appropriate for kids under X," it just answers the question "Does this game contain X?" That way, users can decide for themselves whether they want to buy the game.