LOVE or LOVING???

Hello,
I\'ve got one question about the verb TO LOVE. We are usually taught not to use the verb in the progressive form (\"I love you\" not \"I\'m loving you\":)) but I\'ve met such a sentence \"I\'m loving it\" and what now ???
I have some ideas about such a usage of this verb but I\'m not sure about them. If you know something about it, please help me to solve the problem :)
By the way, can you also say \"I\'m liking it\"?
Regards,
pen

hello
of course what we are taught at school is not correct.you may say \'I\'m loving this party\' meaning that you love at the moment or so far because you\'ve just started to have fun but you never know what may happen later.you say \'I love it\' when you love sth no matter what may happen and you are absolutely sure about it.the same rule appeals to \'I like it\' and\' I\'m liking it\'

Thanks a lot :) You have just confirmed my assumptions about LOVING and LOVE :)
Best regards,
pen