i think if you dig you will find the idea is for sites to get this rating and for isp to provide a service or services that would only allow rated sites to be used on it
whether this is a good idea i dont know but it would sort of work like that
this is the only bit i could find on it now lol
http://uk.news.yahoo.com/5/20081227/...s-45dbed5.html
i read a whole article on it some where yesterday but due to accidently swollowing a whole bottle of red

i can remember if it was on here or in a magazine