[Seth]

I agree. Having a hyper-violence level as the static norm will keep high tier titles such as Bioshock in the realm of B-grade entertainment.
(Stallone action fodder, rap music(bitches&hoes), or even the relevant comparison of hockey to other sports leagues where a certain obtuse goonery is considered "lower entertainment."

I feel that a violence "no-option" or high, med, low would create a larger market demographic. ...considering that there are people out there who enjoy shooters but prefer to not see the flying intestines and blood fountains.

Also to be noted * I think games that allow for multiple paths of completion that include/exclude violence, are more balanced and whole. Probably an extension of the sandbox freedom potential as an ideal target in game design.
*haven't played Infinite yet