Sociological studies of love are usually aimed at studying its essence and social content. At the same time, almost no consideration is given to the question of how we avoid relationships. In the book “Why Does Love Leave?” the famous sociologist Eva Illuz, a researcher of the sensory-emotional sphere and its transformation in the course of modern technological and communication processes, focuses her attention precisely on such situations when relationships end. In her opinion, today in society the concept of love is not based on the freedom of choice and entry into an emotional and sexual relationship, but is shifting towards the freedom to leave the relationship. A special place in the study is given to the influence of modern consumer culture on the destruction of social ties. Why is the birth rate declining? Why are more and more people living without tying the knot? And why does love still leave?