Why are farts embarrassing?!
I am a liberal farter - there is obviously a time and place, I try not to let rip in front of clients or should I be visiting the Queen, I would not comment if Her Maj let out a ripper..
But farts at home with family or v familiar friends - they're funny, and they're a normal part of life.
I think OH and I take it a bit far at times, we have a rating system, which now (it gets added to!)... includes categories for duration, pitch, volume, pitch change, tunefulness, stench, timing and performance (pre and post).
It may not be to everyones taste but of course neither of us would go around rating other peoples farts publically (we might well rate them later at home..). I still think thats a healthier attitude to take than trying to hold them in to the point of making yourself ill!