I'm also guessing that someone offended by the profanity would likely not be a happy customer. Which highlights an interesting potential limit of A/B testing for conversions. It may take some time after the point of sale to determine whether you've created a happy (and therefor loyal, returning) customer or not. So imagine in this case that profanity is likely to turn away 2 customers but presence of profanity will tilt 1 additional conversion -- so overall conversion rate of non-profane form could be better (2 vs 1 on some margin). But what if the non-profane converts are ultimately dissatisfied with the product whereas the the profane convert is likely to be happy? Perhaps the long term relationship with the latter customer is worth more than the two unhappy customers, even though a naive A/B test would push you to limit profanity for the short term conversion benefit.