Beloved? Really?

I see this billboard every morning on the way to work and it just makes me wonder what era Mr. Westhoff thinks he is living in. Seriously, who uses the word "beloved" any more? And if they did use it, who would actually apply it to an insurance agent? Now don't get me wrong, I have nothing against insurance agents (I know and like a number of people in the insurance industry), but I would not say that they are "dearly loved : dear to the heart". That wording just seems to be a bit on the strong side.