AlphaDog, Get The Bitch You Want question

While using the b-word in the title was intended not to offend anyone, but to play on the original definition, it's amazing how many people assume the derogatory sense. I find that most people get it and laugh about it, fortunately. But to protect the minority, websites have actually refused to have the book's cover in an ad, including a dating website. I wonder if Sherry Argov (Why Men Love Bitches) ran into the same roadblocks.

I'm curious to know what other people's perspective is on the word, bitch. Where does defensiveness come in? You could say I'm a progressive with little interest in conservatism.