Modern culture speaks endlessly about love, yet often reduces it to little more than desire, pleasure, and personal fulfillment. After passing a provocative billboard advertising "The Love Store" on his way to Mass, Stephen A. Codekas reflects on what that slogan unintentionally reveals about our society's understanding of love. Is love something to be bought, consumed, and discarded, or is it something far greater?

Drawing upon Scripture and Christ's sacrifice on the Cross, this article contrasts the world's transactional view of relationships with the Gospel's call to self-giving, sacrificial love. Through the teachings of Jesus and the witness of the Cross, readers are invited to rediscover love not as a commodity but as a gift—and ultimately as a Person.