There is a danger in using the term "Love" when directed towards a person who is not your relative (and sometimes even then). When done properly, it ends up as a Relationship Upgrade when the feeling is reciprocated. Other times, a couple is already in an official relationship they are scared of using any terms beyond "Like" or "Care for" as pseudonyms. In a contrast, the Casanova Wannabe tends to use this term so often that it completely loses meaning with them. Compare the Love Confession, Love You and Everybody and The Four Loves.