Not to over simplify...
Any organism can behave, ultimately, only in one of two ways. That is behavior that is adaptive or maladaptive. Is love adaptive behavior? If so, then I would venture to say that it serves only as a means to procreate. If that were not the case, then our DNA would have either succumbed to extinction, or built a better machine that did act in an adaptive manner within its environment. Does that lessen the cultural idea of love? No. it merely outlines the fact that we were BUILT to love. And love we should. To not do so not only deprives one of innate pleasure and happiness. It also deprives one of their own identity as a servant to nature. All life on this planet, that we know of, starts and ends as a function of DNA. We, so to speak, are all on the same team. Anything in the environment that would discourage a person to love, is an environmental pressure that ultimately decides whether a person is genetically fit to reproduce. Love is a natural and inescapable aspect of being human. To not love is to engage in maladaptive behavior. And we all know what happens to organisms that exhibit maladaptive behavior.....