Partly it's the nature of those M titles. HoTD rate in the Guiness World Records for most swearing. MadWorld and ManHunt 2 are both way over the top killings - more violent than most HD M games.
GTA:CW has a huge drug selling component.
If Conduit got an M I doubt anyone would care. If Grey's Anatomy got an M cause of stintilating sex scenes with McDreamy (assume no real nudity though) I don't imagine mothers would be up in arms (except trying to buy a copy).
But when parents are used to being able to buy any game on the shelves for thier kids, or even themselves when they have little ones at home and then discover the F-Bomb fest that is HoTD or extreme killing spree that is MadWorld and realize that not only can the kids not play it but neither can they until the wee hours of the night, it does come as a shock.
Most Wii owners are not as informed as people on this site. And most parents do not pay attention to the M rating. I've seen way too many little kids playing GTA.
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