"Now, I've often referred to this: when you say to somebody else, "I love you," it's always rather disconcerting to the person to whom you say that. If you imply that you love them with a pure, disinterested, and holy love, they automatically suspect it as being a little bit phony. But if you say, "I love you so much I could eat you," that's an expression -- a way of saying to someone -- that you attract me so much that I can't help it. "I'm absolutely bowled over by you, I'm gone." And people like that. Then they feel they're really being loved, that it's absolutely genuine."
"It is self-contradictory when a community says to a person, "You must be free," or when members of a family say to each other, "You must love me; it's your duty." What a bunch of rot! If you say to your wife, "Darling, do you really love me?" and she replies, "I'm trying my very best to do so," that will not be the answer you wanted. You wanted her to say, "Darling, I can't help loving you. I love you so much I could eat you." You do not want her to have to try to love you, and yet that is the burden you lay on people when you demand their love. In almost every marriage ceremony it is said that you must love your spouse!"
"Never pretend to a love which you do not actually feel, for love is not ours to command."
-- Alan Watts