According to Osho, as consciousness moves from darkness (instinct) to light (awareness), every human value is transformed. Love, religiousness, authenticity, and happiness each have qualitatively different meanings at different levels; at the lowest, 'love' is merely biology using you, not your choice. With growing alertness you become the master, values mature from instinctual compulsion to conscious presence, from sex to love, ritual to religiousness, pleasure to bliss.
As you wake up inside, things like love, religion, and happiness stop being automatic urges and turn into free, deeper experiences.