Why is love so measured?

Year after year I see how people become more inhibited to say what they feel, to take risks, I understand, the fear of rejection or being seen as an intense person is there, but none of that should stop us as individuals from saying, hey, I like you, and I know you are not obligated to reciprocate, but I won't wait for a sign, if our relationship breaks, it will have been worth it because I was honest with myself.