That emotions and actions in intimate relationships are following cultural imperatives has long been established in sociology. Even sexual relationships, in our fantasies as in practice, owe their constraints and enhancements to this influence. The semantic codes that control this influence are themselves subject to historical change. In a good three hundred years of development, the form of love semantics has been reacting to an increasing social differentiation of personal, private intimacy. Spanning from idealisation, to paradoxes, to today’s problem-orientated approach.