We are not talking about the puppy love of teenagers, and we're not talking about sexual love either. It has worked down through the centuries. It still works today. Jesus was willing to die so that the church could come into existence. He who loves his wife loves himself.
Most men are vain, let's face it.
The male of the species is a vain creature. This is true in the animal kingdom with few exceptions. It is the male bird that has the beautiful plumage. The female is usually drab grey or brown. That's how it is in nature, and most men have a degree of vanity within themselves.