I think it is highly misleading to label hormones with simple emotions, such as dopamine-expectation, oxytocin - love and so on. Consider that taking a psychedelic drug can have wildly different effects based on set, setting and a million things. Should we label lsd as "horrific bad trip", "a satori moment", "seeing funny cartoons" or "just being wasted out of my mind and partying all night to goa trance" ? Why would natural hormones be different?

This article sounds like a good example of this.