It’s not necessarily free. Think about it: people spend thousands of dollars on clothes, hair styles, colognes/perfumes, makeup, even plastic surgery—all to look attractive to the opposite sex (or same, whatever floats your boat). And even after all that, you are not guaranteed true love. And when/if you do find love, there’s all the money you spend on dinners, dates, flowers, gifts… it never ends, really.
In an ideal world, people would not have to do anything to change their outer appearance and find love based on the beauty of their souls. But that’s not how the world is, and as @mcbealer said, you have work hard to find something as emotionally fulfilling as love. if that weren’t the case, it wouldn’t be so special, would it?