Donald Clark defends the use of swear words and expressions in conference presentations (language warning, not surprisingly). This is also common in various online publications - I frequently see items that would otherwise be good reading except for the irrelevant eruption of an expletive mid-story. And I challenge the claim that it's more effective. I never swear, nor do I litter my online writing with swear words or similarly lazy aphorisms or innuendos. And yet - arguably - it is just as effective as Donal Clark's. Maybe more so. And my own take is that, if your message is improved by swearing, you should maybe examine the weakness in the message, rather than praise the strength in the swearing.