I think that ethical or consensual non-monogamy sounds more intelligent, thought out and more like a valid way of life than the word "swinging" does.
I think that those who don't know much about the lifestyle view swingers as wild party animals, sex addicts, will-screw-anything people. I think they picture what we do as sort of a crazy gang-bang with a pile of strangers. In fact, I've been approached by newbie men in the lifestyle a few times who assumed I was like this, because they had this image.

They think they can just reach out and take. (It's what they see in porn or have read that swinging is.)
I don't think the general public knows that the majority of swingers are more selective and generally like to know who they're having sex with. I think that today, most of us who swing are more like selective single people are when they're looking for a partner...we have certain tastes and standards, and we want a connection and attraction before we have sex. The only difference is that we are doing it together as couples, rather than 1-by-1 as singles. I know of people who play with friends and don't define themselves as swingers, because they believe the stereotype of swingers (even though they
are swinging).
"Swinging" sounds so 60's-70's to me. I think a smaller percentage of us are swinging in the old sense of the word.