What's love got to do with it?

Speaking of Martin Luther.......
click here for an interesting read:
Martin Luther's Sermon on Christian Love

The greatest of these is LOVE....love trumps all other virtues according to the Lord. This is not a mystery or something that is or should be controversial. It is just truth.  My message is not to say that "there is no love"- this is not the point I am making here. As with any good thing, we can not get enough of it, really- we can't love "enough". We would all agree that "Needing more Faith" is a ministry and personal study subject that we will always need- yet love is considered by the Lord as even more important. When a Christian points out that we need to love more, he/she is only borrowing from the Lord's teachings! This leads to me my question: Why is this concept mocked and belittled from the ministry platform, the Bible readings, and in conversations among Christians? I truly am curious! Why don't we want to love more and be more obedient as respects love? I am really struggling with this because I have heard the mocking attitude for a few  years now and the more I try to understand it, the more the odd it seems. Leave a comment if you have any pearls of wisdom for me on this. Thank you. Friendly, loving comments of course :)