Right. The E rating is similar to the G rating for movies -"general audiences". The content is
appropriate for that group, not
appropriated for that group. IE, the Barney movie is rated G meaning it's appropriate for anyone to watch, but it's not
intended for anyone, it's for kids.
It doesn't mean that a game rated E
can't be targeted at all ages. But the ESRB rating alone isn't a statement of the target audience. I bet there are many E rated games targeted at old farts.
Again, saying this as an adult who will gladly play Pokemon. I'll play it just because it's a fun game, I don't have to hide behind the ESRB telling me I fall in the audience, which it doesn't