Shit..can't breathe

Sirius the satellite radio network in the U.S have apparently aired the first radio ad with swearing or profanity as they put it. Due to the lack of regulatory control which the broadcaster enjoys, the ad for 'Sinus Buster' pepper nasal spray (ouch) apparently uses the s-word in the spot. I'm assuming that means shit?
what's interesting is the idea of swearing in adverts. i mean take the s-word - it's incredible it's never been used in an ad before, I mean how many times do you hear it every day? it's an integral part of the english language, yet it can't be used in advertising, kind of weird if you think about it. I'm not up for loads of sweary adverts but a little less restriction could be a good thing for the medium particularly for radio i reckon