Swearing is not the only way to show personality. In fact, it's one of the cheapest ways to do so. It's easy to say "fuck" and "shit" to break free form the usual generic writing but you can actually write a personal and honest message without cursing.
Is the word "shit" really that big of a deal? "Give a shit" is a colloquial way of saying they care without sounding like they're regurgitating some polished corporate-speak. It's not like they called the hackers cock-juggling thundercunt scriptkiddies while telling them to "bring it" now that they've fixed the problem. There's no element of juvenility in how they said what they said, and they're not using grown-up words to call people names for the sake of it. I sense no element of posturing.
In all cases I'd rather deal with real people than whitewashed "employees". In many ways I'm glad they offended someone over the word "shit" because it means they're being at least a little true to themselves.
I agree that sterile generic corporate speak is not good but it sounds like you're saying that the only way they could be true to themselves or to appear as real people is to use shit.
Edit: here's a great way to show personality without being crude http://www.name.com/aboutus#/ourTeam