I am a medical psychology major, and falling in love is a process. Don't be misled by media. Of course, when people are in love, the brain does secrete some euphoric substances. It's just like the first time you eat spicy food, even if it's not very spicy, but you can't stand it, even if you eat spicy food often, you don't feel it. Medically, it's called a threshold. We don't want to be fooled by word games in the media //