Why do some women like to be known as a "Bitch"?

This is something I have always wondered...whats so great about sounding like a sailor on leave? Whats so great about wounding people's feelings, Whats so great about disregarding others POV? Whats so great about riding roughshod over someone else just to get "what I deserve"?
I just don't get it. What ever happened to manners? What ever happened to caring about others feelings? What ever happened to getting to the top without crushing all the little peons beneath you? Yes, as women we used to be expected to be the nurturer, the one who gave in...but in most cases, men and women are equal now... we don't need to blame our "bitchiness" on anything so "last year" LOL
I see licence plates like "0-bitch in 10 seconds" or other nonsense like that, and it just makes me wonder who these women are and how many men have they left in the dust with the attitude of "I should get what I want and woe to anyone else" Don't get me wrong... I am not a subservient woman who bends over backwards to take care of my mans needs. No, my husband and I enjoy a very happy marriage with equal participation. We are equals who try our very best to take care of the other without sacrificing who we are. I just wonder why anyone would want to be known as a bitch... do men want to be known as bastards, sons of bitches (LOL) or pricks or the like?
I just wish that people would stop and look at their behaviour in the mirror and realize that the bad behaviour they exhibit today, will reflect on them and perhaps make a whole new generation of bitches. As always, this is JMHO and I am sorry for the rambling.