To love something, first you have to connect with it.
Give it your full attention.
Deliberately appreciate it.
Try this with places, art, and sounds.
Try this with activities and ideas.
Try this with yourself.

Actions often have the opposite of the intended result.
People who try too hard to be liked are annoying.
People who try too hard to be attractive are repulsive.
People who try too hard to be enlightened are self-centered.
People who try too hard to be happy are miserable.

But if the problem were truly solved, that business would no longer be needed! So the business accidentally or unconsciously keeps the problem around so that they can keep solving it for a fee.