There's two sides to everything. The good, the bad. The dark and light side of the force. Socks with sandals and sandals without socks.
Sometimes it's ok to toy with these boundaries. To teeter ever so close to the edge and get some good reaction just in time to pull back. In fact, we'd encourage this. There's nothing more business killing than a boring brand that nervously wrings its hands wondering if it should step past go (remember: don't be a robot).
But then again, there's those select few that just don't know where to quit. They think they've said something brilliantly outrageous, but really the messaging only served to offend and appal.
Folks: don't be rude. Don't suck, but don't be rude. You can test the limits and play on the danger line, but once you step over it the process back is long and arduous.
Digiday will save you from this. Take a read of what separates the good and the bad when it comes to obnoxious copy.