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They do that to redeem certain characters, mostly Tops who sleeps around.
Since bottoms are often virgins, and are almost physically and sexually exclusive to the Tops, most authors use like/love as an emotional bargain to not make it seem unfair to the bottoms, since they pretty much surrender themselves to the Tops (virginity and love).
As if that could compensate at all lol.
And who the fuck brings that up when having sex with someone??? Like “hey, I never enjoyed sex with others, only with you”. Bruh, be real lol

What with a character in romance doesnt know what a like or a love feeling is like cmon can we have a character that feels like a person not a robot lol