How the fuck did what the fuck become acceptable — nay, desirable — as a template for business names and ad campaigns? The obvious rhymes, the winking allusions, the no-apologies acronyms: It’s a WTFestival out there.
That’s Oh my fucking god and for the fucking win, for the uninitiated. Sweary acronyms and initialisms are a BFD (big fucking deal) on the internet. It’s hard to imagine everyday online discourse – especially on social media – without frequent encounters with, or use of, WTF (what the fuck), FFS (for fuck’s sake) and their semi-encoded ilk.
Concision is an obvious advantage: STFU and GTFO take far fewer keystrokes than the full phrases shut the fuck up and get the fuck out, saving the (ab)user time, effort, and – perhaps most importantly – the appearance of giving a shit. Sweary abbreviations also play a role in signalling group identity, expressing personal style, and so on, FYFI (for your fucking information). And they are extremely meme-friendly: