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?