Hey, at least Odyssey didn't end up getting "T for Teen"! (Or worse, "M for Mature"!) :P
While the E10+ symbol will probably make some rating and morally-conscious parents think twice before buying this game for their kids, still, many people will buy this one simply "because it's a Mario game". Besides, what about all those youngin's playing Call of Duty, Grand Theft Auto, and other "M for Mature" games/franchises that seem to be wildly popular (or at least heavily hyped or talked about) these days?
And if you think the ESRB's ratings process is a problem as applied to Super Mario Odyssey, look no further than the TV Parental Guidelines ratings system in the US, where program ratings are largely determined by the networks, syndication distributors, or streaming services running such programs-much of what's on prime-time broadcast network television these days has such tawdry content, yet many of those network programs are deemed appropriate for pre-teens with "parental guidance" at a minimum up to "parents strongly cautioned", based on these programs being rated "TV-PG" and "TV-14", along with the one-letter descriptors such as "D" (suggestive dialogue), "S" (sexual situations) "L" (coarse language), and "V" (violence), as well as "viewer discretion advised" announcements at the beginning of some programs.