Given that you absolutely never swear (or even waste words) on the radio, I wonder if beginning the transmission with an expletive is actually optimal: it is short, sharp, and immediately conveys the urgency of the command.
Reading the transcript, I thought it might've been a waste of time to start with "Shit...", but listing to the audio does make the following command a lot more urgent and severe. Either way, with all the things going on (and through a pilot's head) at take-off, I'm glad they were able to respond to the message and stop the plane in time.
I don't know how accurate the various videos are, but if they are, the Delta pilot was probably able to visually see the plane on the runway ahead, perhaps even before the tower noticed it. The plane seems to begin decelerating very early, before I'd expect the "cancel takeoff clearance" message to have been fully understood by the pilot.
