There are select people who reach the level of a kind of love relationship with G-d. This love has to be an intrinsic love; not simply because He gave us something. That would simply be satisfying your own need. Love is something which is felt by two beings that were once connected; such as a man and woman whose souls were once one. Since we all come from G-d, shouldn't it then be a natural event that we love G-d? What is the interference; what's blocking us from attaining this relationship?