Well, there are a whole lot of people in this world who believe that love means doing what the other person wants, without regard to self. Some of them are built that way, some of them were warped into that mold by family and friends or even culture. "If you love me, you'll....." When somebody tries that on you, run -- or break them of it. But some people don't know to do that. They feel that it's up to them to "prove' their love, and that by staying with this other person, they'll help them eventually get better.
And don't you know that real assholes and users of both sexes are real good at zeroing in on people like this, and pushing all the buttons?
That's the short version, and maybe not the only reason. But much of the time, this is the heart of the good guy/bad girl - bad guy/good girl dynamic.
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