Not showing love

I've witnessed people have trouble showing their love fully. Some show their love exaggeratedly, while others don't show it at all. You even start to think that he doesn't like you, that he hates you. I wonder why people don't show their love.

I think people should show their love to the fullest. Because hiding love is a foolish act. Doesn't love mean positive energy?
I also don't like those who show their love above normal. There should be consistency.