I wonder

Because we love them more

Because they are how we best define ourselves. To 'all you people' & to a lot of people I know, I'm just whatever I happen to be doing at the moment (and can easily stop that & be something different). But to my friends, I define myself by how they react to what I do; my choices are thus decided BY their reactions. If they don't react the way I expect them to ... it's like jumping off a ledge & landing before-or-after you expect to (an unexpected jolt or a missed landing).