I believe in a wide variety of love. I'll stick with romantic love, which is what we're probably talking about.
I subdivide romantic love a bit. First, there's the transient, infatuation, usually with sexual compulsion thrown in (indulged or not). This, I believe, is by far the more common experience, but people tend to always think of themselves as the exception and mistake it for what we might categorize as "true" love. I wouldn't go so far as to call this kind of love false, exactly, but it's certainly shallow. I have very little respect for it, especially when people just use it as an excuse for sex.
"True", or better yet, deep love is a much rarer commodity. Worse, it's been romanticized and blurred with the shallower love until people recognize it less easily. Deep love has less to do with the chemical rush of endorphins and works on a more subtle level. Deep love is the kind of love that doesn't have to be constantly talked about or shoved into the spotlight. While it can certainly wane over time, it is not nearly so fragile as shallow love. I have a great deal of respect for those who hold out and look for this sort of love instead of shallow relationships.
I'm not really interested in experiencing romantic love myself though, shallow or deep. This is not because I think it's a bad thing, but because I know myself well enough to know that I would be incapable of putting the effort into the relationship that it would need. I enjoy seeing deep love in others though, and wish them all the best in its longevity.