It's a shame that vulgarity has become so entrenched in our culture, and now ever more popularized by Hollywood. The use of profanity shows gross disrespect for people around you, much like stinking of body odor, spitting, etc. Many times it's routine use is used as subtle intimidation by people who want to be seen as powerful or dangerous. In any regard, I personally and repelled by someone who uses the f-word as a substitute for an adequate vocabulary. Classless, trailer-trash, thug, and dimwit are all images that my mind conjures up when hearing vulgar language out of someone's mouth.
If one insists on using it, to make the most effective end-use of vulgarity, it must be used exceeding sparingly, creatively, humorously, and under extreme conditions.