In news today the ESA has introduced a penalty for E3 models not following the dress code. The dress code has been in place for years, but the enforcement of the rules has apparently been non existent due to the increasing number of scantily clad models at the yearly E3 event. In fact the models have become as big or bigger than the videogames themselves earning the same if not more attention by the hordes of attending gamer guys. Each E3 you can find just as many pics of the girls as the videogames floating around the net.
The real story behind this is the sudden outcry by the ESA for the models to have the proper attire on. It goes without saying that the ESA hasn't cared enough in the past to enforce the rules, so why now? Could it be a move to appear above reproach in the growing face of anti-videogame rhetoric and legislation by politicians? Could it be that they don't want to give ammunition to anti-videogame bomb throwers like Jack Thompson to use in their twisted crusade? I doubt the ESA will divulge the REAL reason for this sudden call to decency, but I'm sure it has everything to do with fighting the anti-videogame crowd looking for anything to use in their crusade.
BTW, the part of the dress code that prohibits nudity or partial nudity "on the show floor" is absolutely hilarious.