In my experience, "sweetie" is a word older women use condescendingly towards younger men or women.
Interestingly, at least in my area, it's generally only used by women and effeminate gay men. As a result, actually using the term does imply effeminacy, so a straight man using it to insult a woman may be unknowingly implying something about himself which he'd find embarrassing.
That being said, I believe this particular use was intended to be ironic/sarcastic. Though it ends up being just a distraction.