I guess that a E (3+) and Teen (13+) was too much of a jump. Since some games just shouldn’t go into the Teen catagory, nor the E catagory, they now have a E10+ cat.
“With the new category, the game, which includes a little more violence than other Mario-based games, might have gotten a permissible “E10+” instead. At the least, it could bring more choices to parents and their young children, who often don’t see eye-to-eye when it comes to the form of entertainment that has infiltrated millions of American households.”
Check out the article at MSNBC.