How much and how much not to love

Why has this concept of love (whatever...) gained so much importance in a society - does it not cause more pain than pleasure? You are essentially two different individuals with different behaviour and characteristics and no matter how similar you may be, you two can never be the same. That is to say one can never love anyone else more than self and if one sets out to do so, one meets with dissapointments due to expectations mis-match and a strong possibility that the other person loves self more than loving you. This leads to heart break and has happened so many times in almost every such relationship.The advice therefore would be to continue loving yourself more than the other unless you don't mind being hurt - again and again. Care for the other person, fulfill your duties but don't make that person powerful enough to hurt you - retain that power with yourself.
By doing so you may not become the happiest soul in the world but you definitely won't be the gloomiest.

Now I might be going wrong here... it's possible, I may be very very wrong and these could be transient thoughts but someone needs to prove that to me.

See ya!