I don't know, if it always fades, but I believe that very often people pretend to love without loving. (I mean without loving the person - they may love his (or her) money, and this love never fades! ;-) )

Friendship is full of love, too. Why does Friendship last forever, but 'the other love' usually fades or doesn't last? Because we don't want it or we don't trust enough in him or her.

因为LOVE是排他的，而FRIENDSHIP是兼容的

Some friendships , like love don't last forever either.

I think lust fades, but like true friendship, love lasts forever also.