Doublebubble, yes, that is a shame. Perhaps, as it's made it into the Guardian here it may come to the attention of something over there.
I agree that language doesn't much change behaviour, "a rose by any other name .... " as Shakespeare said. Yes, if you use offensive words then does that merely identify the speaker as a cunt, or does it make inroads into removing the sting?
Much of language relies on intonation. I could call someone an offensive name affectionately, "you dick!" to dh for instance, but if I were to say it sneeringly, it would have a very different effect.
Squidzin, I completely agree with you.