The F word - is it OK?

Have you noticed the almost unbridled use of the F word on the telly these days? I counted three in under a minute last night on The Apprentice.

Am I out of touch or aren't they supposed to bleep out the F word? They still do on some programmes like "Have I got news for you". Or is that just for the ha-ha effect?
More and more we're hearing the sort of language on prime-time TV shows, which up to about 10 years ago would have been more befitting of a builders' yard.

I was brought up to believe we didn't say the F word because it was offensive. So if it's no longer offensive and henceforth free-to-air (obvously the BBC thinks so) does that make it an acceptable word?

One of the things I love most about the English language is its richness in colourful expressions and idioms. No F or C word can ever replace this.

But if the beeb and many grown-ups now condone the F word who can blame young people for parotting them?