Pimp it?!

I must be old, conservative and plain boring, but I simply can't use the word "pimp" in ANY positive way. Sure I can find "Pimp My Ride" somewhat amusing when having nothing else to do or watch but the word and it's meaning will always be a dirty and unacceptable thing. It seems to be a "hip" word. Even the local railway company, or what ever I should call it, uses the word. They want people to send in their proposals how different buses should be designed (to make them more personal and fun). Nobody has forgotten the pictures from Britney's WEDDING right?

I just think it is important that people don't lose track of what the word actually means and that it is something to reject, not embrace.