Bleeeep!!! The F-word

One of the first reviews of "Blood and Groom" was posted on the Dorothy L listserv by Don Longmuir of Scene of the Crime books.  It was a nice review, rather complimentary, except for one thing (sort of):  Longmuir mentioned that there were some, ahem, four letter words in the book.  He went on to say that the swearing wasn't gratuitous, and that it did indeed fit the character/the scene, and that the salty language didn't bother him. 


But, his comment made me wonder:  What do readers in general think of naughty words?  Do readers steer clear of effing authors who effing swear?  Do readers make alowances for four letter words when they're used by the bad guys or when naughty words clearly fit the character?  And, as a writer, would you sacrafice you voice (the character's voice) to please your audience (and your publisher)?


Just effing wondering ;-)