Beloved equipment

What's up with sellers describing their equipment as "beloved" as in "I'm selling my beloved power amp..." Are people forming an emotional relationship with a bunch of electric circuits housed in metal cases? I mean it's cool with me if that's your thing, but it does strike me as a little fetish-like. I wonder if anybody will admit to it, but are audiophiles bringing home flowers for their preamps and putting them in fancy lingerie?