Human emotional love is more determined by motives than by actions.

For example: Jesus can love us through one another, sharing with us, comforting us and encouraging us with his pure and righteous selfless motivations.

And another person can love us with absolutely identical actions and words, even citing, quoting and trying to speak on behalf of Jesus. Yet have inner self-serving motivations. Where the motivations fail the emotions must take over.

By outward appearances they look identical. But the inward motivation in the latter is corrupt.

The love of Jesus cannot be copied and fit into a marketing campaign. The extent that it can is the extent that it has been corrupted by self-serving human emotional love. Which is its own reward, it’s not supported by the Lord, it’s foundation is weak and sinking.

Especially if it pretends to be the love of God, which seems to happen often in church settings.