How will you stay romantic when your marriage is over 10 years?

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I observed in many couples that when they reached 10 years over in their relationship the romance is gone, they became rude to each other when they speak, they ignore each other's feeling or needs. They no longer hold hands in public, say sweet appreciating words. How will a couple maintain the romance in their relationship inspite of the hardships and trials and probably fight (which is natural) they've been through?