I agree that excessive swearing loses its effectiveness over time. However, who the fuck is Dungy to target Rex Ryan over this kind of thing? I mean, how many Hall of Fame coaches swear? Pretty much all of them, right? (besides Dungy and Joe Gibbs). Hell, I've seen clips of Bill Walsh swearing during these kinds of pep-talks.
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http://bible.cc/1_corinthians/13-11.htm