Did Adult swim become coarser around 2005?

From 2001-2004, adult swim was more innocuous fare (tv-pg, tv-14) and while mature for a lot of kids, wasn't overtly offensive, except for maybe family guy. However, starting around 2005, things began to loosen up and there started being tv-ma rated shows. I remember an initial interview around 2001 where the cn president said he wanted to make the block feel more like the simpsons than south park. What changed?