There are no limits on true self-giving. It is not just to those one likes that one makes the offering. This involves a love that issues from the very CENTER of the person's being, directed to the CENTER of the other person's being, a love that gives ALL that the person is in order to foster the other person's life, a love that is offered to EVERYONE, without exception and without condition. The love is not offered to people because they are one's friends; people become "friends" because one loves them.
We all have rituals in our lives; we have simply forgotten that in our original way of living on the earth, these rituals were sacred, not secular. These rituals were designed to remind us over and over and over again of our true relationship to life: that of a grateful, amazed supplicant at the feet of Mystery.