Why are there so many questions about how people give out lurve?

I’m interested in a sociological understanding of this phenomenon. It seems like a lot of people are concerned about fitting in, but they choose lurve as their focus. Why the focus on lurve? Do they want to be fair, and are checking out what others do? Or are they looking for something else? Is this part of an effort to create social norms? If so, how come some people ask, but others don’t?