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 PinkerOf course genes canโt pull the levers of our behavior directly. But they affect the wiring and workings of the brain, and the brain is the seat of our drives, temperaments and patterns of thought. Each of us is dealt a unique hand of tastes and aptitudes, like curiosity, ambition, empathy, a thirst for novelty or for security, a comfort level with the social or the mechanical or the abstract. Some opportunities we come across click with our constitutions and set us along a path in life.
Steven PinkerFor one thing, before the 20th century, there were plenty of genocides. We tend to forget about them, partly because they weren't as well documented and partly because, until recently, people didn't care. We used euphemisms like 'sackings' and 'sieges' instead of calling them 'genocides.'
Steven PinkerBut the 20th century suffered "two" ideologies that led to genocides. The other one, Marxism, had no use for race, didn't believe in genes and denied that human nature was a meaningful concept. Clearly, it's not an emphasis on genes or evolution that is dangerous. It's the desire to remake humanity by coercive means (eugenics or social engineering) and the belief that humanity advances through a struggle in which superior groups (race or classes) triumph over inferior ones.
Steven Pinker