When a Brit says 'love' (or 'luv') when addressing you, does it come across as more or as less personal to you?

I used to go through a drive-through at a fast-food restaurant late at night, because, not only was the service really good, but there was an English girl who worked there who always addressed the customers as “love.’

She didn’t even have a particularly strong accent from the UK. But it came across as very personable, caring, and natural.

Regrettably, she’s either been told not to use it in addressing customers, or has learned on her own not to.

My understanding is that the colloquial address comes from Leeds, a Methodist community, where the address meant “beloved” (loved by the community, God, etc) and not necessarily a term of endearment.

For what its worth, its only acceptable spoken woman to woman, woman to man, or man to woman, but not one man to another man.

I was charmed by being addressed this way, as it sounds more amicable than merely ‘sir’ or ‘ma’am’ and not as endearing as ‘dear’ or ‘honey’ which is usually inappropriate.

But now that I’ve thought about it, though ‘love’ may be more amicable and, well, loving/caring— it seems mostly what one would say politely to an acquaintance, not someone who really desired a close relationship with you.

So, which is it? Is it reserved for distant relationships or close ones?