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This emoticon [literally] means "heart" since that is what it looks when viewed sideways. In IM language though, it's a less serious way of saying somebody you "love" them, or at least "care for" them. Even if you do really "love" somebody, [you don't want] to say it [every minute] and every day -- it gets old and may even scare him or her. So, use "<3" for normal every day conversations, reserving "love" during the times you really want the other to know you mean it.
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