We get quite a bit of that up here, Shannon, so I don't think it's a geographical thing. While I've never been called ma'am (for obvious reasons), hun, sweety, dear, etc. are not uncommon, and from perfect strangers, too.
I get a lot of flack from my wife because I've never used endearments and the main reason I can put my finger on is that I never recalled hearing my father use them. That doesn't mean the thought isn't there, just that I've never been comfortable using them, even with those close to me, let alone strangers.
As far as others using them when addressing me, I guess it doesn't bother me, or at least when it's a woman. And if anyone ever called me ma'am, I'd be more than upset.
The older I get, the more I get called sir. Now, if I can only get my wife to start calling me that...
