Beloved?

What is up with Sellers describing the item listed for sale as "beloved"? I looked up the meaning of beloved and learned that it means:

Urban Dictionary: beloved
www.urbandictionary.com/define.php?term=beloved
lovable, yet in a non sexual way. able to love one without purpose of intercourse. means special in a way that is beyond that of lust...

Now I get it, the Seller loves his speakers but does not want to have sex with them.