The power of this word amazes me.
From a spectators view, when you hear it, you know there is a situation going on. You are not sure what is going on- It can't be good. You glance around to figure out if you need to duck. Shit, do I need to intervene?
It is that emotional attachment that we have associated to the word. When we hear it, it makes us anxious. It isn't much different than you telling your dog to, “fetch”.