It is very unprofessional for Gordon Ramsey to use that word as part of his everyday working life. Additionally, as he is being broadcast to the nation and many young people are becoming interested in cooking, he should try to control himself. It is an unacceptable dumbing down of standards to allow such a word to be used freely in public. Alternative adjectives should be explored. Perhaps if the BBc fined him for every swear word he used, so that his payment was drastically reduced, he might start trying a bit harder.