Believe it or not, Bran, I have acquaintances who object to children using "heck"! One of our daycare providers always objected to "stupid" and "dang", as well. With three boys, I've given up on eradicating such words directed at each other, and also "jerk" and "idiot", but I do try to keep it to a minimum so they don't get in the habit. If they use them toward other than their brothers (not sure of the grammar there!), they know there will be an issue with me!