In my view, it's definitely a choice. In my experience, if I let myself dwell with the fling too much, I will end up falling over heal over that certain person. And when I ignore the fling and decided to do something else and decided not to take it seriously, the fling will go away easily. It will give no effect on me bcos I don't let myself to think about it or to act upon it. Thus, love could be controlled if you know how to do it.