The system was initially devised for US-based filmmakers frustrated with the limitations and arbitrary classifications of legacy film rating organizations; the Motion Picture Association of America (MPAA) and Film Advisory Board (FAB). However, it has been augmented to work with all media worldwide. With the continued growth of global internet usage, creative works increasingly transcend geographic borders. So creative producers need a simple, decentralized system of content rating.
Furthermore, if a particular title exists in multitple media - for example a graphic novel, which is translated to a motion picture and a video game - then having a common rating system (or rating) among all formats provides incredible convenience and consistency while minimizing confusion.