Narking On Bullies....

Nowadays there is a website that lets kids report bullies anonamously. Is this website really necessary? Are kids being bullied so much that they need to report it in secrecy? I was never bullied as a kid and I never did any bullying but I'm sure it happens all the time in bigger schools. Why can't they just tell their parents, who inturn, tell the correct authorities at school? I know they are worried about retalliation by the bully, but that's what the punishment is for - to make the bully not want to bully anymore kids. Obviously the punishment isn't severe enough if they keep bullying...