Danny Goldberg from Gold Village Entertainment opined that the Parental Advisory label offered minimal value other than "being a way for certain retailers like Wal-Mart to brand themselves as 'family friendly'"; he felt that children were successful in getting content they desired "even before the Internet", and believed that the label had little impact on sales figures. In contrast, the RIAA maintains that "it's not a PAL Notice that kids look for, it's the music". They stated that research they had gathered revealed that "kids put limited weight on lyrics in deciding which music they like, caring more about rhythm and melody" and implied that the label is not a deciding factor for a given purchase. Tom Cole from NPR commented that the Parental Advisory label has become "a fact of music-buying life", which made it difficult for current consumers to understand the widespread controversy that came about from its introduction. Greg Beato of "Reason" observed that by the 1990s, "A hip-hop album that didn't warrant a Tipper sticker was artistically suspect."