Cussing is cool. More precisely, people who cuss are cool. At least, thats what those doing the cussing want us to think.
Beto ORourke, one of the 20 or so Democrats running for president, flings about the f-word to show how frustrated and angry he is about mass shootings and governments failure to do anything to reduce their toll.
His campaign even started selling T-shirts incorporating an ORourke quote with the f-word.