Why Swingtown failed

Having just watched the first series of Swingtown and really enjoyed it, I was thinking about why the show never made it to a second series.

I believe the bulk of the reason is this.

Show's numbers are a function, generally, of three things.

1) Quality. No problems there, good music, interesting subject matter, solid performances.
2) Advertising. Having not watched it the first time, I cannt recall an ad for it, but I am sure that being on CBS it was given every chance to be successful by the company.
3) Word of mouth.

This was the killer in my opinion. Swinging is still somewhat taboo, I know a number of couples who do it, but it is not common knowledge. My theory is that Swingtown never generated the kind of numbers it should have (to warrant a second series) because talking about Swingtown around the cooler is almost the same and talking about Swinging. If you watch it and you like it might mean you identify with it or find it attractive and what would people think of you then?

Anyone else think this is a plausible reason why this great show failed after one season?