In the US calling people 'cock' and 'cunt" are terms of insult and calling unknown people 'love' (unless you have a UK dialect and accent) would be off-putting and likely confusing for the recipient.
One of my best friends calls me love and boo while the other calls me schmoopy and babe. My mom calls me boo boo kitty (Laverne & Shirley) as well as many other names. My DH calls me baby and honey. Those are terms of endearment because of who says them but when someone in the wild calls me those things I am taken aback.
The 'terms of endearment' here are often sexiest in root even if not meant to be (or understood as) sexist in colloquial application. Is it the same in the UK? I would expect it is (happy to be corrected).
US 'terms of endearment' often fall into sexed categories.
For example, many terms are used to refer to children of either sex as well as women such as: baby, cutie, treat, peach, etc. I take pause at my irritation depending on the individual calling me the term. In the wild these terms are infantilizing for women but on the occasion they are used for adult men it is only by women or gay men... hetero men do not call each other such terms.
Respect for their fellow men that's why - hetero men signal respect to other men in casual discourse that they rarely afford women. Men call my DH chief, bro, brother, boss, dude, sir, mister, etc. Men call me baby, honey, sugar, peach, cutie, sexy, sweetie, etc.
Thus, when a man uses these terms exclusively reserved for children and women (by men) they are signaling dominance whether intentional or not.
I don't want nor accept being called 'Mrs. Stop' or infantilizing terms of endearment by those unknown to me; however, I tend to pick my battles based on their hierarchy of importance to me. Thus, in passing (unless said in a condescending tone) I tend to ignore it rather than create conflict with a stranger that in most cases is attempting familiarity or kindness (not an excuse for term use but a pragmatic understanding of our language variations - we live in the south so many of these terms are commonly used by people).
"Thanks sweetie/honey" to female service workers as an intensified gratitude is actually really fucking weird when you consider the same feeling/gratitude many will say "thanks man/sir" to a male service worker. She is sweet, delicious and sticky for providing good service... he is an adult male and respectable/honorable for providing good service.