First, love is a loaded word. Secondly, falling in or out of love always has to do with the world behind an individuals eyes.
We women are interesting creatures. Upon meeting a guy that a woman likes, she will see in him 40% of what she wants and will make up (or fantasize) him having the other 60% of what she wants him to be. Women rarely see a man as he is, rather she sees the potential of what he could be; ergo, a woman often falls in love with a man’s potential.