[...] the “enchanted” experience of love and romance has become difficult to subscribe to. That is, although love may remain a very meaningful experience for most people, it does not engage and mobilize the totality of the self. This in turn raises the question: Why has love lost its capacity to be experienced as “enchantment,” a surrender of reason and the self? I argue here that the loss of power of love to generate romantic beliefs is the result of the rationalization of such beliefs in the three arenas of science, technology, and politics.