I can't speak for other cultures, but in America, "loving" people don't judge and they don't ever say "no"... which is to say they don't say that certain things are wrong, or shouldn't be done.
"Loving" people are against murder (except of the unborn), sexual violence (unless consensual), theft (unless warranted), tyranny (unless by their political party), oppression (unless of the views they oppose), and wealth (unless possessed by themselves or their celebrities). "Loving" people disapprove of people who disapprove of people. Well, certain people. Disapproval of homosexual behavior, for instance, is wrong because it is hateful; disapproval of disapproval of homosexual behavior is right because it is loving.
It is a reflection of the world's view of itself, which is framed in an all-encompassing matrix of deception (Jer. 17:9). The world is our great-great-grandparents' real firstborn. The world is the invisible bastard child born to Adam and Eve in Genesis 3, long before Cain uttered his first cry. The world was begotten by the embrace of the foundational lie "You shall be as gods." This became the central motto. Anything, then, that affirms my godhood (over against God's godhood) is good and loving. Anything that challenges that view is bad and hateful.
It can't surprise us that God's view of love is very different. While the world's view rests on sheer and unbridled autonomy, God's rests on the truth of His Lordship. Love is at the center of both ethical systems: in the world, the autonomous self is the center. In reality, God Himself is the center. The two could not be more polar opposites or more mutually exclusive. The ramifications are countless.
Therefore, in American culture if not in others, "love" has come to mean "unconditional approval of what the world accepts."
By contrast, in the Bible "love" means something like commitment to pursue God's glory and others' good, as defined by God. That definition needs work, but I think it's a good start.
So it is that the real world, as created and ruled by God, is structured with love for God as primary, and love for fellow-man as derivative and secondary (Matt. 22:37-40). The fantasy-world, ruled over by the prince of lies, finds this ethical system offensive and repugnant... and immoral. Ironic, no?
You see, the thought that anything or anyone (even God; particularly God) could take precedence over our (or anyone's) yearnings and passions and dreams... terrible! Terrible!
Ah, but that is where we have the eternal parting of the ways. If God is not God, then indeed it is a monstrous, hateful thing to try to deny anyone his desires; and chaos necessarily results.
But if God is God? If Jesus is true? Then what could be more loving than to turn someone (anyone) from damning, destructive ways to the saving and liberating knowledge of the true and living God?
"Love wins," indeed.
Defined God's way.