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I think it's just the way a lot of people talk now, including here in the US. If the story is good, I don't notice it unless the swearing is really excessive. If the plot and characters aren't holding my attention it is something I tend to notice more.
So I can see if you're reading samples and aren't reading a book by a known to you author and/or are not caught up in the story why it would jump out at you more.
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