You want me to tell you why God is to be loved and how much. I answer, the reason for loving God is God Himself; and the measure of love due to Him is immeasurable love. Is this plain? Doubtless, to a thoughtful man; but I am debtor to the unwise also. A word to the wise is sufficient; but I must consider simple folk too. Therefore I set myself joyfully to explain more in detail what is meant above.
We are to love God for Himself, because of a twofold reason; nothing is more reasonable, nothing more profitable. When one asks, Why should I love God? he may mean, What is lovely in God? or What shall I gain by loving God? In either case, the same sufficient cause of love exists, namely, God Himself." (Bernard of Clairvaux)
Truly, one of the reasons why we are unable to love God for who God is, is due to our pre-occupation with ourselves and our own needs. If God is God, we must adopt the attitude of John the Baptist, and to pray this prayer: "God, let me decrease that You may increase more and more in my heart."