The modern world sees love as a goal; an end unto itself. Love is the goal of a relationship. But more than that, love is often cited as the basis for action; a reason to get married or to do things for another person. When love dissipates, the relationship dissolves. It is a goal and the glue that keeps relationships together.
I heartily disagree, though, and I think such a perspective is highly damaging.
Love is an outcome. Let me be more specific: love as an emotion is an outcome. As is happiness. They come from a perspective and from hard work. To look for or chase after those things is like chasing after a million dollar lotto jackpot, or trying to gamble into wealth. The true way to get there -to earn and appreciate it -is to work hard, to focus on that work and giving, especially in the ways that the other person needs and responds to.