Love is painful. Sure, it feels great to be loved and loving feels good, but the real deal is sacrificial. When God expressed His love for mankind, He did the most painful thing, totally sacrificial. God didn't invite the human race for a "love-inn, hug-athon", but sent Jesus. Nails in hands and feet, scurging, crowned with thorns: that is love. It was not a charade.
All of love is not painful, but if love will not sacrifice, is it love?