One of the problem is that word "love" in English language covers too many areas.
You love another human being, but you do not love nearby mountains really in the same sense. You like them.
I think hormonal love is making sure, that our genes will continue in the future.
One should say that any love, that has no hormonal involvement should not be called love at all.
Our hormonal sources are controlled by our brain.
We constantly think and use our brain.
So, like it or not we also simultaneously control those hormonal sources, more or less !