I e-mailed a number of friends to let them know how I was getting on at University. I said: “I’m loving it”, which is the type of phrase to put prescriptive grammarists into apoplexy!
My American friend Rachel, however, pointed out: “You can say “I'm loving it” because love is a non-action verb that can be used in the present progressive/continuous form.”
If love is non-action, you're not doing it right!