It was on a commercial cable station originally, so they were probably not allowed to use the F-word, but look at what "Mad Men" was able to do dramatically (and comically) without resorting to unrestrained vulgarities.
Yes, because the F-bomb is SOOO much worse than incessant smoking, severe alcoholic drinking, and sex of all kinds. Please. Also, Mad Men - as a period show - attempted, quite successfully, to recreate what you would have seen in an agency at that time. Which, right or wrong, including the aforementioned but not saying the F word in the office all the time.