Sometimes it is costly. Our ultimate purpose in loving others should not be that we might feel good but that they might be blessed. God's love for us is deliberate and decisive. It is a specific, objective act not a subjective, fleeting emotion. We know this because God initiated our salvation.
Godly love loves the unlovely and unworthy.
Sometimes we get very angry at the rudeness, stubbornness and sinfulness of others. We get angry and feel justified in no longer having anything to do with them. That's when we need to remember that the God who sees and knows all our sins does not respond to us in anger and rejection. He did it that all the chains of fear, hate and evil which bind us and shackle us might be broken, these powerful forces within us might be subdued and brought into control, and quarreling, bickering, and abuse might cease between human beings. That is why he came.