The ESRB (Entertainment Software Ratings Board) finally has a solution for, the dreaded loot box controversy. Unfortunately, popular opinion is that it isn't good enough, not even close. In fact the ESRB's solution seems like a throwing the kitchen sink at the situation. With the creation of a new stamp on [physical and digital titles called, "in game purchases. Lumping loot boxes with, season passes, dlc, expansion packs, subscriptions, ext. Many see this as a lazy excuse to fix a serious problem, that many view as an introduction to gambling. Why, is ESRB's solution a half measure? What are some ways to approach loot boxes, that the ESRB seems to be missing?