The whole bro humour is deliberately exclusionary, it is an in-joke for tying together small groups of (mostly) young males. That is what it is for.
This is also why it can work well in small groups, because in-jokes can help tie them together. However, as evidenced by this thread, a lot of people, many with well developed senses of humour, just don't find the whole bro shtick really all that amusing, and if trying to appeal to a wider audience it is wise when using humour in a public service, to use jokes that most people might find funny, otherwise nobody bothers discussing the actual product, but just complains that they don't like the name, then you get usurped by the first decent copy that has a name people like more.
Also, French Connection UK has had FCUK on every high street in Britain for years, so I think you might be onto a loser for shock value with fsck, it seems people are far more offended by social concepts than by biology these days.
