Why does love fade?

Why does love fade? Nowadays, the concept of love is distorted and is equated by many with material goods, the realization of 'my' desires by someone else, hiding behind someone, and so on. That's how advantage works. Love was not nearby. Love is not a colorful, joyful life, but a large and substantial effort, where the woman understands her role and the man his. It is daily efforts where everyone will certainly receive feedback. One condition – the effort must be honest and not obscured by beautiful chatter about 'love until the grave', but with a clear statement of what one is ready for and confirmation in action + balance.