Because of the internet. Blame everything on the internet, it is what introduced many swear words to the moronic masses of our generation. Don't even get me started on children using swear words. (CoD, educating children on swear words since 2009) Not to mention many people got affected by the others and their stupidity in the internet. Basically, the internet is the cause, and the effect is such. :-)
The internet is the average folk's most powerful weapon. He can use it to advertise whatever crap he wants, no matter how stupid it may be. For example...memes. No finer example than memes. The teenager's favorite weapon! Deny me not.
I experienced also rudeness on OTB games, but not directly. For example, in my chess club I saw a girl who, instead of give mate (there was mate in 1), continue to play only to fool her opponent without giving mate. But I experienced also directly, for example I played against a guy in chess club who make on purpose weak move like hang his queen to fool me because I'm a beginner.