Emotion is short-cut that has evolutionary strength. Overthinking things can be highly maladaptive. Consider seeing a tiger making a run for you and your group. Reasoning through (or, worse, discussing) your options is going to get everybody in your group killed because the process of reasoning is far slower than the reaction speed of emotion. Fear, on the other hand, will have everybody in the group scattering, running away screaming.
In the first case everybody (or almost everybody) in your group dies. This is maladaptive. In the second case one, maybe two die. This is far more adaptive behaviour.
Later there's room for reasoning: figuring out ways to arm yourself against tigers, say, or building traps to capture/kill them, or finding better places to go where there are no tigers. But in the moment, reason kills.
Similar things go with concepts like lust and love. Sure you can think through and discuss all the reasons why it would be best to have procreative sex, but … ah … there's plenty of "local optimization" trouble that makes it more practical not to procreate and let others do the procreation (until nobody is procreating and the species dies out). The emotion of lust comes to the rescue as your instincts override your reason and you make the beast with two backs, thus procreating. Which leads us to the advantage of love. In this case let's address the parent/child love bond. Again, children are an inconvenience and any reasonable person, courtesy of the local optimization problem, will likely come to the conclusion that abandoning the child is the smart thing to do. But dammit, they're so cute, D'aw!, and she's got her mother's eyes and her father's hair and look! She just puked! Isn't that cute!? (Parents are literally insane; partially by sleep deprivation, but mostly by emotion.)