I used to work in a music/DVD/Games shop, and I always asked for ID if the person looked young/or on, or even just over the age limit.

Like you said R@nsid it all depends on if they are buying it for someone else, the seller cant ask parents who they are buying for or if they think it's suitable as its their responsability, same with older siblings. The only time they can offer advice is if I was asked.

I wouldent say that the company is only bothered about profit, its more up to the person behind the counter as they get fined as well as the company so it's in their intrest to make sure that the person buying is the right age (well I was).