It seems to suggest that only registered users can 'love' an article. If it could be done by anyone you just know it would be organized so that the most loved articles were child porn, nazis, santorum and similar.
I was thinking that it was going to be about 'love'-ing an article or topic, too, which would mean awkward pledges like 'I love bone cancer!'. Being interested in a topic does not mean you 'love' or 'like' it.
However, upon reading the article, this is not about marking articles, but rather a way to send accolades to fellow Wikipedia editors.
