Or should I say *bleeps* in commercials? I've seen it now in 2 commercials. One a deodorant commercial, where the guy is having an internal monolog about why the f*bleep* did they get ride of casual Friday! And yes, you can most certainly hear the first letter, so no imagination needed to figure out what word was missing.
The second was a car commercial where a robot voice asked where the *honk* the guy was going.
C'mon, really? I don't consider myself prudish, but this type of stuff annoys the hell out of me. Frankly, I find it offensive. I guess brands are trying to be edgy, by focusing on a particular demographic, but all they've done is ensure I will never ever use their brands. Keep it classy.