2. Reduce their fees. This means that they have to run a more efficient company. It costs thousands and thousands of dollars to have a game rated by the ESRB. This is a little silly when you consider that the rating official spends all of 10 minutes watching a short video sent in by the publisher. Where is the money going? Like many nonprofits, the ESRB doesn't bother controlling costs because they aren't legally allowed to collect profits. However, their extremely high fees are not good for the industry. Not only are many independent developers shut out, but some big developers are affected too -- I've heard it suggested that the decreasing number of Virtual Console games is related it the exorbitant fees involved with getting a rating for the game (in order to cover a $10,000 investment to collect a rating, your Super Turricans and R-Type 3s have to sell thousands of copies).
I think the article said that the ESRB as a company is just around 30 people. Even if they offer payroll it can't be that expensive so as you said.. where is the money going? I had no idea it was that expensive for someone to get a rating (thanks for that).