(though TCU was 1996, so maybe norms have changed, haha)

Besides fanbase, the general coarsening of culture during the last years may contribute.

Also, sometimes I feel like Utah tries to play up their edginess to contrast with BYU. Like, they don't want to seem like prudes, so they go out of their way to swear even more than even regular non-prudes? This is what I always assume.