Along with Penny Arcade, the ESRB can now apparently count Hillary Clinton and Joe Lieberman as allies. GamePolitics reports that they'll be participating in an ad blitz for the organization, aimed at promoting awareness of the videogame rating system. From the article: "This is a major coup for the video game industry. Senators Clinton and Lieberman are co-sponsors of the Family Entertainment Protection Act, video game legislation currently before the Senate. Sen. Lieberman applied the political pressure in the mid-90's that essentially led to the development of the industry's rating system. Sen. Clinton led the political charge against 2005's Hot Coffee scandal. The question that remains unanswered is - what motivated these two watchdogs to partner with the video game industry on this initiative? Did the industry perhaps make concessions or give assurances?" 1up has further commentary on this announcement, including an insightful G.I. Joe reference.