Philosopher Stefan Molyneux has an interesting take on the subject
Love is a concept that is often misunderstood and misused. It is not merely a subjective feeling or a chosen preference. Instead, love must have objective qualities and be a reaction to the actions of another person. It involves a preference for someone based on their virtues or characteristics, rather than being an arbitrary or purely internal state.
When we say "I love you," it implies that our feelings are elicited by the objective actions of another person. Love is not simply about willpower or altruism; it is a response to the virtues and qualities of the person we love. If love were based solely on willpower, it would not be considered virtuous, as it would lack any positive characteristics.
Furthermore, love cannot be contradictory. We cannot claim to love someone for their honesty and another for their dishonesty. Love is a form of appreciation for virtue, and it must be consistent with a rational standard of goodness. Without truth and virtue, love becomes impossible, and we are left with mere sentimentality or superficial displays of affection.