You shouldn't use any language that doesn't represent who you are. I'm not sure why anyone thinks they need to dress themselves up to appeal to a group of people they wouldn't want to work with anyway.

In my circles, I'm known for my frank talk and cynical attitudes. It's almost a brand. I took a part of my personality that I actually have no ability to suppress, and put it to work for me. If a company is doing something that their customer base would describe as "sucky," I tell them that. I don't coat it over with more polite language, because that doesn't drive home the point that they need to get in order to make the sometimes painful decision to change. If the words need to be more colorful than that, I also have no problem with going there.

That style doesn't work for everyone, and here's the important bit: I'm perfectly fine with that! I only want to work with the kinds of companies that want to work with me. I have plenty of work, so I don't need to go after projects that are a better fit for other people.