Anyways, its a naughty word and Dana should show a little more professionalism in his job!
I think he actually is by keeping at it, proof is, we're talking about it, therefore it's smart marketing
Many people don't realize that, wether it's good or bad, if people talk about you, it's good for you
therefore if you really hate something, the best thing to do is to ignore it, because if you talk about it, you're actually promoting it.
Dana's language, while I think it was "natural" to begin with, is not a very valuable "gimmick" to the UFC brand, it helps to identify the brand in the eyes of the public. It's that "little something" that makes people talk just a little extra about the brand.
I think Zuffa/UFC are so well marketed, they should be studied in marketing school (if not already)
I do work a little in marketing myself and seriously, I'm amazed by how good they are at it. Reality show, video games, hyping fights, promoting fighters etc...
UFC/Zuffa is a perfect mix between true passion for the sport and extremely efficient image management.
One can criticize this or that (TUF, "fake" hype etc...) but the truth is: this is what brought MMA from "media novelty" to "mainstream sport" (ultimately)
And, believe it or not, Dana's language plays a huge part in that, it's a constant that goes throughout all aspects of what UFC is, you can hear it from TUF all the way up to the Octagon, interviews, statements, blogs etc... it's probably almost important as the octagon or the UFC logo themselves. it's a trademark