I say it if I mean it....but don't expect to hear it back...I say it because I feel that way.....I have dated two guys that liked to say it once in awhile because it ment more that way when you said it......kinda control freaks if ya ask me
I don't really think about it, when I feel it I say it, I don't expect anything in return. When I'm told it and don't feel it back then I'll reply with a nice "ditto" just to be polite.