The “I love You”-phenomenon

I don’t know if the “I love You”-phenomenon have existed in many decades, or just as long as i have been a teenager. When i say the “I love You”-phenomenon, i mean when everybody tells each other how much they love one another, all the time. Don’t get me wrong, love is the most amazing thing in the world, but you shouldn’t over do it.
You actually don’t hear the words much in your everyday life, but on Facebook for example, people say it all the time. What really makes me wonder is that people post it on each others Facebook walls instead of using private messages. I guess it’s just a way of drawing attention to yourself, and making yourself likeable. It is all about getting “likes”.