Last night I went to see the film Knocked Up, and it proved to be every bit of the gut splitting, no holds barred comedy that everyone says it is. At the end, I wondered to myself how many times the word “fuck” was said, and concluded that it had to be in the hundreds. Is mainstream media finally warming up to the fact that people have simply adopted words like “fuck” into their everyday vocabulary…and that it’s not necessarily a bad thing, but merely the way language works? This ingenious Bud Light ad, “The Swear Jar,” hints at an answer of “maybe” to that question, as fuck-sayers are ultimately rewarded handsomly with macrobrew. As I watch the ad, I can’t help but to chuckle at the thought that day to day business probably wouldn’t get conducted without words like “fuck.”