Excellent points. For starters, "R" ratings in my thought process is Die Hard, Kick-Ass and Watchmen. Violence, guns, blood and sex (provided there is no erect male penis is considered "R" not "X").
There seems to be a divide in fans, either is totally rated "G" like Pixar films or we need to go over-the-top with violence. The example I give in our work is Demon Dog & Retro Rat. I went out of my way to make it PG - no blood, no excessive violence and focus solely on characters and story, and it's got fewer than 3000 fans. FLOYD is our extremely violent comic, released 10 months later than Demon Dog and has 10,000+ readers.
FLOYD is loaded with violence, sex, sexual comments, racist jokes and blood and the fans love it - even though it's about as 1/20th as intelligent as Demon Dog & Retro Rat.
My point: It's "G" or it's "R", there is no in between - why? Have any of you observed this?