By Emanuella Grinberg, CNN
(CNN) - Parents of children with special needs are demanding an apology from conservative political pundit Ann Coulter for tweeting after Tuesday's foreign policy debate that she approved of "Romney's decision to be kind and gentle to the retard," in an apparent response to critiques of Mitt Romney's performance.
It wasn't the first time Coulter used the "the r-word" during this election season, and it's not the first time blogger Ellen Seidman has called her out on it.
"At this point, I'm thinking the woman must surely be aware that the word is offensive, and she chooses not to care. That's pretty vile and heartless," said Seidman, the mother of a special needs child who shares her world on the blog "Love that Max."
"You want to slam the president, go ahead. But you can't think of any other word to use? Come on."
The word "retard" demeans Max and millions more with intellectual disabilities, Seidman tweeted at Coulter. Still, the comment was favorited 1,215 times and earned 2,993 retweets as of this writing, presumably by a number of people who didn't find it offensive.