A politican in Massachusetts is said to have commented on his bad press by saying something to the general effect of:

Say anything you want about me, but spell my name right!

His point was the same as zwon's: that he welcomed publicity of any sort because name recognition is so important in an election.

But, at that time, the language used in the public press was rather more discreet ...er genteel ...uh, constrained by contemporary community standards.

I don't know which way the balance tips for Checkpoint, but the "F-word" and several others would have been way beyond the pale for any of my employers.