People don’t like love, they like that flittery flirty feeling. They don’t love love - love is sacrificial, love is ferocious, it’s not emotive. Our culture doesn’t love love, it loves the idea of love. It wants the emotion without paying anything for it. It’s ridiculous.
We die to each other daily. What we know of other people is only our memory of the moments during which we knew them. And they have changed since then. To pretend that they and we are the same is a useful and convenient social convention which must sometimes be broken. We must also remember that at every meeting we are meeting a stranger.