I use it my regular speach, i have even my own swear word in Norwegian (I use as my PS network alias). Not beacuse swearing is "cool" but more as a way to take the power out of the words.
when you say fuck in your normal speaking voice just as you would use the word good, or any normal pitched word it doesnt stick out, and it losses its power.
when you say fuck in your normal speaking voice just as you would use the word good, or any normal pitched word it doesnt stick out, and it losses its power.