Maybe its just me not understanding how you americans think when it comes to censorship.
Like they say in southpark; "horrific violence is okay, as long as they dont say any naughty words"
Southpark had a solid point there about the hypocrisy of television S&P's, but that's not really the point we're making here.
The guy who owns the sandbox says no swearing. He also says no sexual innuendo, no overt violence, no personal attacks, no lots of stuff.
He doesn't do these things to get a larger base of users, or to get more adverts, he does it because he believes that's how people should act, and since its his sandbox, that's the rules we all live by.