More than one thread has appeared because of this. A quick use of the search function can probably pull up the latest one.
Martin writes a sprawling, generally low (initially almost no) magic setting with deep, three-dimensional characters, an intricate plot that suprises and intrigues. It's full of politics, history, culture and adventure. It moves fast, covers a lot of territory, and is very, very good, IMHO. Some characters do swear...just like real people do. Sometimes in anger, other times in jest, some times at the height of passion. But never just for it's own sake.
To judge Martin's work by the presence of some fairly sparse profanity is the same mistake Irish publishers made with Joyce's "Ulysses" or work by Henry Jones, Anais Nin and others from the U.S. It's very mature reading, and you need to come to it expecting to be treated as a thinking adult.
If you go to "Song of Ice and Fire" expecting the Belgariad, you will be disappointed. It is a different kind of tale (and I like the Belgariad, in case you cared) with a different kind of focus. I highly recommend it.