I agree.. If you use it when you don't mean it, it hurts..
Love is a concept to be understood, not a word to be defined.
Most people aren't sure about what it means exactly.
In my opinion, its because they know so few words to describe emotions. There is "love" and there is "hate".
Think about it, if someone is describing how they feel about anything it is love or hate. "I love pizza, but I hate burgers." Nothing in between. No like or dislike or any other terminology. I just hate the way the English language is being abused! Lol
Because they're clearly not in love.