I just watched this movie,
http://www.whatthebleep.com/synopsis/, so I might be a little biased. It is a weird movie. But what they say in the movie is "[people] are only in love with anticipation of the emotions they are addicted to. Because the same person could fall out of favor the next week by not complying." I would add, or changing into someone that we are not attracted to and won't give us that rush of feel-good chemicals in our brain.
I would say "love is an addiction" is more accurate.
And the people who are able to provoke that response in the brain of others are seen as the most desirable. (i.e. models, players, etc...)