I agree. It's offensive to the very people who these sites (apparently) want to change, thus they're less likely to change.
And, more importantly, it makes the whole thing much more eye-catching. It's a fun way to a deliver a message - as a vitriolic, spit-flying rant. It would be ineffective if it was friendly and delicate.
Depending on the company, swearing might not be tolerated at all. At my company it's fairly common, but I only do it when in meetings with people I'm fairly comfortable around (my team, my manager, people I commonly work with).