Viewer Discretion is advised?

This phrase is rapidly becoming the most irritating thing on TV. It seems like every show on Fox and a bunch on other channels now have the phrase printed on screen and spoken in a deathly voice at the beginning. Worse, its cropping up in the damn promos now too.
I can't understand why. Nothing on TV here is even vaguely risque or close to the knuckle. All the swearing is bleeped out and there's no nudity to speak of. Yet we're all being told 'viewer discretion is advised'.
I'll tell you what shows should have a disclaimer. Things like this John Lennon seance that's on tonight - that should have a huge disclaimer : "Viewers must understand that this is only entertainment".
I'll exercise my viewer discretion and call bollocks on that show.

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