I think that a difference has to be drawn between infatuation and actual love.
Infatuation is more of a biological thing I think. Something within your mind when you see another person thinks, "Yeah, I'd do that." Its something that you don't really have a choice over, like who your crush was in 4th grade, or how that girl (or guy) a couple tables over at the cafe looks hot and you just want to go meet them. Often you don't really know them, whether you've only talked to them, or if you know them as an acquaintance but don't really know them on a personal level. At that point, "love" as we like to call it is based purely off of physical things; a nice body, attractive voice, not brain dead, etc.
Actual love, on the other hand, I believe that we do chose because love is deeper than just physical attributes, but more a connection on non-physical things. We tend to have deeper relationships with people who we share similar interests and beliefs with the other person. Its not as much about age, appearance, etc, and more about who you choose to spend your time with and who you are socially compatible with.
TLDR version, falling for someone is infatuation: not a choice.
Being in love with someone is deeper than just an appearance but all elements of a person, which takes a lifetime to learn with another person.