Exactly. It is just a word and should always be treated as such and that's my whole point but you're right about there being people who do things for shock value and nothing else; it is just for attention but there are real (and very dangerous) neo-nazis out there who use that word all the time because it's part of their vocabulary. Personally, I don't use the word because I don't see the point since it has no real meaning other than as a derogatory slur and has no purpose other than to incite and God knows there's plenty of people in this world (too many, really) who's sole intent seems to be to do nothing but incite others like your old swastika friend.