This is why.
I'm madly in love and I'll only say "I love you" to this certain girl"
Here in america, When a couple goes out, I always hear them saying I love you and then I end up finding out most end their relationships after a couple of months.
Then they begin another relationship and repeat the process of saying I Love You.
I am disgusted by this because we have turned the phrase into a mockey. It's lost all of it's value.