Well, and then there's guys like Carlin and Hicks and Pryor and Rock who swear a lot and yet are the funniest people on planet.
In ten years of making probably the funniest TV ever I think he said 'hell' a couple of times and that's about it.
For every Carlin who could craft the use of "fuck", there are three who think "motherfucker" is a hot-wire to the funny bone.
It's probably one of the most intrinsically ugly words in the language. Racial slurs are ugly because of what they represent-- hideous and unacceptable attitudes held against innocent people, based in prejudice and ignorance-- but not on account of composition, because they're usually atomic words. These words become extremely offensive once one knows their meanings, but beforehand hold no special currency. By contrast, "M~" is a compound of two well-known and fairly innocuous words-- one completely acceptable, one edgy but mostly inoffensive-- that instantly makes the skin of even most liberal people crawl, even before its semantic subtleties are explored.
Some people make effective use of swearing, but most use it as a crutch, or in a noticeably calculated way, and even if it makes me remember something I doubt that the memory is going to be favorable.