Exhausting

I find myself confused over a familiar subject. Although I would love to take it lightly I recognize that is not an option.
Why does love have to be so difficult?
Why can love hold onto a person so tight that it becomes impossible to ignore?
When you think about the effects your subconscious mind has on your life, and once you are aware of it's power, you take that and move forward but when it comes to love we often decide to shut it out. We decide that our conscious mind knows best when in reality (and I believe scientifically) your conscious mind thinks it knows best but it does not.