I am not a prude, nor do I care for political correctness, but......
You are selling to the public and trying make money. It would be in your best interest to not have the word "bullshit" on your packaging. It will possibly restrict sales. Sorry, better to be politically correct for this particular application IMHO.
I don't think Dave's target market includes the demographic you think it does.
I understand, but if you want to sell as many items as you can then you shouldn't artificially restrict the market at the beginning. I was stating my opinion in the case of this.
If the goal is to sell only as many items as will be sold to those who won't/don't care about a word on their purchase, then that is another matter. If the goal is to do what you want and to hell with the consequences, then that is another matter again.