The chemcials in the brain linked to 'lust', 'fondness' and 'love' are entirely different, I remember reading. For each of the above, there is a different pattern of hormone and neurotransmitter release. I can't remember the specifics but may look it up again...

Not really an opinion on the topic but more a piece of useful/less trivia which may interest those who do have an opinion on this topic I may have an opinion myself later but at the moment I have nothing