> They went up, actually. "crap" skyrocketed in the last years, and the rest were more or less stable.

To their point, I would consider "crap" a lesser swear. More "fuck" or "shit" would counter-intuitively imply... certain qualities [by not being so conformist]

And what about damn then? Is that even a swear word?

More crap in the tree is also a sign of corporatization.