Why is swearing in popular culture becoming more acceptable?

I was watching Hot Tub Time Machine with my friends recently and they enjoyed it. But I was distracted from the comedy of the movie by the swearing; there was a swear word literally almost every single line of the movie. I find it distracting and annoying, and at the risk of sounding like my 87 year old grandmother, I’m starting to find it offensive. It dawned upon me that a lot of movies recently, especially comedies, are throwing in more and more curse words. There seems to be a trend, particularly among newer, younger filmmakers to just cram as many curse words as they can into their movies. Why do they think that a lot of swearing instantly makes a movie good or funny? Also note that I’m not against swearing – I do it, too, I just think you should have some kind of self control.