I think there is still an element of vulgarity to it, which is why so many people seem unable to say things without using it - because, dare I say it, many of them are vulgar themselves!
This word was banned in our dictionaries up until very recently but there is now a general misconception that it is accepted. But question: how many right-minded people would use it naturally at an interview for a job? Or when talking to someone we respect? Or when writing for a newspaper?
It is not an acceptable word and personally I don't think it ever will be.