I get where they are coming from though.

If the people building the product view building and using it as a chore, it’s going to show.

So I took “love” as their brand of Amazonian “customer obsession”.

There needs to be someone (often a founder, head of product, etc) who is the visionary for how the product can be awesome for customers. And hopefully that leader is able to infuse the entire product development experience with that energy.