Throughout the Bible, we find that - what is contrary to what seems natural - is actually supernatural. For instance it was small David who slew big Goliath.
Jesus himself is a perfect example of this reversal of logic. He was the King who came to serve. He taught us that if want to be rich we will have to give up our riches and that in death that is where we will find life.
This is a great video that shows us that even when our love isn't always returned, the benefits truly outweigh the cost.