I think the comparison is apt. If the goal is simply to make each individual feel good, then a chemical approach would seem far more efficient. If, on the other hand, you are concerned with society as a whole continuing to function, you should be concerned about people becoming less accustomed to doing the hard work of maintaining relationships with other people. And it is hard work, especially with romantic relationships. This stuff seems like the emotional equivalent of junk food. It tickles all the right parts of your brain in a way that healthy food usually does not, but it's not sustainable.