I think the reason that swearing is both so offensive and so attractive is that it is a way to push people's emotional buttons, and especially their negative emotional buttons. Because words soak up emotional connotations and are processed involuntarily by the listener, you can't will yourself not to treat the word in terms of what it means.
Steven PinkerIf we are not to abandon values such as peace and equality, or our commitments to science and truth, then we must pry these values away from claims about our psychological makeup that are vulnerable to being proven false.
Steven PinkerNatural selection is not the only process that changes organisms over time. But is the only process that seemingly designs organisms over time.
Steven PinkerLike the early days of the Internet, the dawn of personal genomics promises benefits and pitfalls that no one can foresee.
Steven Pinker