There are different types of love. Some are more like infatuation, a taking love which Amnon had; and some are more deep and long term and giving, like Yaacov and Rachel.
I think that the author of the OP-ED was talking about infatuation. We are striving for the deep and long term love (like Yaacov), not the flash of infatuation. I agree that the allure of infatuation can lead to a long term love; we see that even with Shechem; he still wanted her afterward. All too often it backfires, like with Amnon.