Heart-stopping, knee-weakening, "when-is-he-going-to-call" kind of love wanes in about 18 to 24 months, but the kind that comes in dollars and cents lasts a lifetime.
At least according to a new book, "Smart Girls Marry Money: How Women Have Been Duped into the Romantic Dream -- and How They're Paying for It."
The book confirms what mothers have been telling their daughters for generations: "Girls are told at their mother's knee: "It's just as easy to love a rich man as a poor man." Or, "No Romance without Finance." And, "Marry the one you can live with, not the one you can't live without."
Many women would agree that one good man in the boardroom is better than two in the bedroom.
Such was the case with Ginger Borgella, a 29-year-old Maryland therapist who writes the blog, "Girls Just Want To Have Funds."
"How a man treats his finances -- if he is not willing to honor his debts and obligations -- is an indicator of how he will treat you in the marriage," she told ABCNews.com.
"I want a man who is financially savvy," said Borgella, who asked to see her prospective husband's credit report.
That report wasn't perfect, but the couple made a mutual plan to establish financial security and have now been married since 2006 and own their own house.
"I don't want to be broke," said Borgella. "I'm not Paris Hilton, but I lead a comfortable life."
"Smart Girls Marry Money" is a satirical self-help guide is written by two middle-aged professionals scarred by their first marriages.
They aim their advice squarely at nubile girls who have falsely equated romantic love with happiness.
Why are girls are encouraged to court the man with the "big blue eyes" rather than the one with the "big green bankroll?" they ask.
Both authors -- Los Angeles mothers Daniela Drake and Elizabeth Ford -- say they "married for love, but reaped the consequences."
Drake is a primary care doctor with an MBA and Ford (divorced from the son of actor Harrison Ford) is an Emmy-winning television producer.
Ford admits the book's title is "meant to get your attention."
"It's not just about how to marry a rich guy," she told ABCNews.com. But women are way too obsessed with the "love drug."
The question women should ask about the fiance is, "Does he have a financial plan and how does that match up with your values?"
Romantic love, they say, is never a valid reason to get married.
"Both men and women think it is the end-all, be-all of happiness," said Ford. "Every movie ends with the wedding scene and a pregnant girl at the end and they live happily ever after."
Science seems to back this theory. MRI scans now reveal a "complicated biological cocktail of hormones" that light up in the brain when people are in love, according to the book. And, Ford notes, the activity is in "the most primitive, reptilian" part of the brain.
Knowing that that loving feeling doesn't last and that women have a "sell-by date," women should pursue the "gold digging imperative" -- finding a man while they still have their youth and looks.
"I am just old fashioned enough to find [marrying for money] repellant," said Stephanie Coontz, professor of history and family studies at Evergreen State College in Washington.
Still, she notes that romantic love is a modern notion.
According to her 2005 book, "Marriage, A History: From Obedience to Intimacy, or How Love Conquered Marriage," it began in the Victorian era.