In this world love is a powerful force. Love between husband-wife, boyfriend-girlfriend, parent-child, love for the nation, job etc all are fundamental forces for human beings to function in this world. Without love, human beings can break down and contemplate nefarious acts. So no one can deny the supreme positive effects love can have on people.
However, in this world, that love which is glorified in all forms of media, literature, and philosophy is based on returns. Husband and wife or boy and girl love each other provided the other satisfies the other. If a husband does not satisfy the wife periodically in the name of love then the wife will feel left out and alone - a symptom indicating no love. Similarly if the wife does not satisfy the husband constantly to express love, then the husband will feel separated in mind. So love has to be periodically expressed to satisfy the opposite. This is true in any form of relationship. No matter how much I love something or someone, if there are no returns in some form, gross or subtle, the whole idea of love starts to break down. To simply put love of this world is conditional and intermittent. It is based on conditions of mutual sharing and that to periodically. Therefore this sort of love is incomplete or materially tainted.
Pure love or spiritual love on the other hand is not done or expressed for any selfish motivations. It is purely done to satisfy the object of love without expectations or returns and this is the sort of love we find in the relationships between Krishna and His devotees. It is completely unconditional, unmotivated and unceasing. It is ever expanding and blissful. This sort of love is possible only in the spiritual platform and the sort of love one should aspire for.
It is ok to love the things and people of this world as long as we understand it is materially motivated and temporary. Therefore we have to transfer this material love to Krishna to make it unconditional and unceasing and thus spiritual. By doing so our inherent nature to love and be loved will not be lost but rather expanded a million fold. This million fold expansion can happen only if our love is focused on the Supreme spiritual being - Krishna. By carefully following the instructions of Srila Prabhupada in his books, we can actually revive our innate nature to love Krishna and ultimately that dormant love will blossom fully as an offering for Krishna.
Only this love and loving exchange with Krishna can satisfy us.