Probably doesn't help that I hate being called "hun" or "love", no matter how innocent the use.
I hate it too. From anyone. I'd get it from women mostly in the US and it really gets my dander up. Honey, hun, love, duck. Ugh. If it's not my husband saying it, just don't.
Whoever did it probably thought they were being edgy or a "cool"company with that response. It was probably a guy since they didn't get how badly it would be taken.
At least they were sensible, deleted it and offered a real apology. I bet that person got a stern talking too.