Some people really do pretend to be in love just because of what they can benefit from the relationship.
Love is not something to pretend about as it cannot be faked or toiled with, rather it is something to give yourself to, a feeling of affection, one which if you do not feel then you should not pretend about it.
Those who pretend about love are not people who deserve to be celebrated at all, rather they should be punished by their actions and greatly punished for that.
The fact remains that if you are going to be a thief, then you should be open and sincere about it, let people know that is what you want to do and they will know how they should relate with you, but it is very sad thing when you try to play with the feelings of others by making them feel that you love them and reverse is the case of the entire situation.
To pretend to be in love is not in any way a good thing to o to someone who loves you genuinely, you never might know what you are doing to the person and how greatly hurt you will make the person feel.
Personally, I feel the idea of pretense should be disregarded in every way we can, please do not claim to love someone when you do not genuinely love them.