When you mean it, you feel like you're exposing a vulnerability, opening yourself up for rejection and all kinds of hurt. (well, that's how I feel, anyhow)
But once (if?) it's accepted and reciprocated, it feels great!
Eve, Dear... It is because people are a fraid of their feelings.. more or less afraid of getting hurt with feelings.. I don't really know why it is that way, But I do know that some people don't know what real love is so they just say it cause they don't know...... and they are trying to find it too.. This is the easiest and simplest way to explain it..
IIIIIII LOOOOVVVVVVEEEEEE ME.... hehehe... whats so hard about it... I say it to my wife.. and I mean it... I grunt it to my family when my mom says it.... but I could care less... its only two words... no wait .. I 1) love 2) you 3)... sorry three words..