Selfish
This world is not all about me. No, it's not even about anyone reading either. I often lose this perspective and love becomes so self-centered, so me-focused, that is really isn't love at all.
Love is never simple, because true love is unconditional. This means, you don't have to "do X and Y" in order for me to love you...as a person, I don't often operate like that. We things as action, reaction, or "stimulus, response, and reinforcement" (this is Skinner's behavioral model that SLPs stick to at all costs). Not so with real love. No stimulus or response needed, just "I love you, so I will do what is best for you. I will love you when you don't love me back". This is how God loves us, this is how He sees us, not as humans constantly prone to messing things up again and again, but as His creations that He has CHOSEN to LOVE! Unconditionally!
Love is shown through actions that stem from a well-watered heart. Heart watered with what? The Word of God! The kind of love that we ought to show to one another is not natural (just as submission and SURRENDER aren't usual or our first choice), so we our source has to be SUPERNATURAL. And the Lord Jesus Christ gives us that unnatural, that supernatural, ability to love as we ought.
Even when that love means sacrifice.
That's how He showed His love, after all. It has gone unnoticed by many, His sacrifice, which is why He knows so much greater than anyone else that concept of unrequited love when I feel like no one could ever understand. He does. And I can never understand the depths of agony that He went through for me.
We love Him because He first loved us. Now that is love. Expecting nothing in return. Love.