i think some people are just naturally chatty and friendly and can come across as flirty, but some definatley push it too far, i think intent has to be there.
DH works in a wholesale environment and he is quite flirty with all the customer service girls on the phone. he doesn't hid it from me, has done it in front of me and it doesn't bother me. most of these girls are in another state and he also talks to them about me and our boys aswell. he does it to make them feel good which in turns gets him very good service and they go out of their way to help him with whatever problem he has. he doesn't dirty talk or anything like that, just gives them complients and is just very friendly and chatty
DH also calls my best friend georgous, not "you are georgous", but "hey gourgous" when she calls, he also calls her wench, b!tch, lol, so its just a term of endearment (we call each other b!tch, its just the weird sense of humour we have). he doesn't do it to people he doesn't know, or to just anyone when we are out and about, just the people he knows. so i would say its a type of flirting, but all very harmless and i also know if i did have a problem with it he wouldn't do it anymore.