"Shocker: This word is a turn-off to guys. It’s not marriage or period. [I]t’s the F bomb — more than half [of the men polled] said it’s unattractive. […] Experts say it’s like burping. He knows you do it, but he’d rather think you don’t…. so you maintain a sexy, girlie mystique."
Cosmopolitan Magazine defines what it means to be “sexy” and “girlie” and that’s hiding things from your guy, even small things, like saying FUCK. (Feb. 2012, p. 65)