It depends on the end publication. For example, publications would not be places for profanity in writing. It would be inappropriate and unserious to curse in scholarly or professional journals, or writing for academia. Even in real news writing and reporting, profanity is still not acceptable.

In conversation writes, or most blogging, I think it's fine. There are pejoratives I feel we need to eliminate from our lexicon — like minority and gender pejoratives. Of course, context matters; but still, it wouldn't hurt to evolve our lexicon a bit. Still, I admit, even I find myself thoughtlessly resorting to an occasional gender pejorative.