Why is choosing love such a hard sell?

“Why is choosing to love everyone such a hard sell?

Because: 1) We ask people to "earn" our love. 2) We think if we love everyone, even the bus-driver, then our love is not special. 3) We believe love is about who is loved, not who chooses to love. 4) We think we become more vulnerable when we love. Totally incorrect. Those who choose to love, choose power, kindness, and caring from within. Choose love.”

-“Bears” Barry Neil Kaufman, Co-Founder of the Option Institute