There will always be some way to rationalize it, because it will hypothetically make some people feel better at the very least temporarily, and doesn't have obvious long term health effects. The question is does it lead to long term growth, and a productive partnership and truly meaningful connection? Things that we traditionally associate with love.
You can tell yourself that's all just synapses firing in the brain anyway, or a good enough simulation is indistinguishable from reality etc, but I simply don't accept that it will be equivalent and it may come at a signficant long term cost as people don't put in the work and accept the failures associated with trying to find someone for truly meaningful connection.
The association with drugs, and vices, or junk food all make sense to me.