There are many things to blame for this, but I'm going to point the finger at how many entirely distinct concepts this word points to in the English language, that other languages have individual words for, but ours doesn't. The love between friends, combat allies, pets and owners, family, romance, et cetera, are all very different feelings, but they get muddled together when you think about them. In other words, thinking about "love-in-general" makes no sense and is a compression fallacy.

Indeed, I see the difference between English and my own language. I really miss the casual word "rad" as the normative "not-just-lust-but-not-love-either" relationship descriptor, it sort of translates to "being fond of someone" and can be used in reference to a family member too.