Commentary: Profanity gets a stamp of approval

Profanity sells. Just ask the film industry.

So when Los Angeles artist Erik Brunetti founded his clothing brand in 1990, he called it "FUCT." According to the company, the name is an acronym for "Friends U Can't Trust," and - wink, wink - is meant to be pronounced letter by letter: F-U-C-T. That's all well and good, but it doesn't take a cognitive scientist who studies profanity (like me) to see "FUCT" for what it is.

And that