Do we love for reasons? It can seem as if we do, since most cases of non‐familial love seem selective: coming to love a non‐family‐member often begins with our being drawn to them for what they are like. I argue, however, that we can vindicate love's selectivity, even if we maintain that there are no reasons for love; indeed, that gives us a simpler, and hence better, explanation of love's selectivity. We don't, in short, come to love for reasons. That which seemed like evidence for thinking that there are reasons for love, then, turns out to militate against that view how can these purported reasons be reasons for love, if they don't engender (in virtue of rationalizing) it?