When used properly, profanity is often associated as an adjective/noun/verb. Usually it's used in negative contrast, to express dislike, hate, hostile animosity during the conversation that it is associated with.
Personally I do not have a grudge with profanity at all. When I was a child, I never got into the cycle of thinking that using profane words would make me look cooler. I just thought that it was language for people of low class or social background, due to the experiences I'd see with bums and homeless people often rambling in profanity.
As I got older, I understood their mainstream use and I even started using substitute words for them, mainly during acts that involved pain. Such as stubbing your toe, banging your head. I couldn't find other ways to express my feelings when they happened, so I would say "Fudge! Damn it! Ugh! Crap!" but never the commonly used profanity.
Personally I think that when someone strings so much of it into one sentence, it is a major turnoff for me. It makes them look less educated.
"Fucking get your shitty ass over to the fucking grocery store or they will fucking close on your bitchy ass"
But when used in social etiquette, as an expression of pain:
"So after Stacy ran past me I broke into a trot and starting pursuing after her. I looked back to see if there were more runners behind me and then I turned around and landed face flat into a No Parking signpost! Fuck, that hurt so [fucking] bad."
This is acceptable for me.
In my opinion, the world of professionals, depending on the profession - eg. Hollywood acting vs working for inner affairs on Wall Street, it's better not to use any profanity at all if your job focuses on the aspect of being upper class.
