Like the woman who loved her new kitten so much that she smothered it to death. That isn't love. That's selfish indulgence.
Love is tending to a garden whose thorns scratch at your skin but whose beauty compels you to keep tending. It is not merely picking all the flowers to put in a vase for your amusement until they wither and die. It is nurturing the flowers, maintaining and nourishing what makes them beautiful. Love is putting the nourishing of that beauty before your own needs. Love is a giving of yourself, not a taking of something else.
Until people understand this love will always be misunderstood and the word itself will continue to be diminished as it is used to mean the antithesis of love.
Love for the sake of love itself. Don't try to cling to it or it will just wither and die. Nourish it, let it grow, and appreciate its existence in each moment because those moments will never come again.