How ESRB rate their games

With the recent "Hot Coffee" controversy in GTA: San Andreas, the US ESRB game rating system has come under some scrutiny. Slate has an article on how the ESRB rating process works. Interesting read if you're wondering how the rating labels get on the box of your fave games.

When submitting a game for the board's scrutiny, the developer fills out a questionnaire that describes potentially offensive material, especially sequences involving drugs, sex, or violence. The company must also supply the rating board with the scripts for any scenes with dialogue and material like song lyrics. The package sent to the ESRB will also include a videotape showing the game's basic plot and each questionable scene. Such videos can be several hours long.