It's all a matter of context. Just as so many other words we say daily.
It reminds me of the scene from a movie:
It was now the Virginian’s turn to bet, or leave the game, and he did not speak at once.
Therefore, Trampas spoke. “Your bet, you son-of-a–Bit@h.”
The Virginian’s pistol came out, and his hand lay on the table, holding it unaimed. And with a voice as gentle as ever, the voice that sounded almost like a caress, but drawling a very little more than usual, so that there was almost a space between each word, he issued his orders to the man Trampas: “When you call me that, SMILE.”
It's all a matter of context.