The concept/idea of love is usually seen as euphoric and blissful, most people wish to be in love as it gives them a purpose to show affection with another person and or receive it. Love is usually seen as a happy concept and something you need in life, but being in love could also be that same way. Blissful and romantic, with obvious lust and other hard ships that come with being in a relationship with someone. Some people like the idea of being loved but cannot commit to a loving relationship with one person to share their life with.
B they tend to promote because training and getting people ready takes a lot and they want to keep them there as long as possible instead of paying to retrain people all the time