 How can you command someone to love someone else? Right, so if I said to you, I command you to love my cousin. How could you? You couldn't. You don't know my cousin. So Allah SWT in this verse is essentially, it's implicit, He's essentially commanding us to learn about the family of the Prophet SAW, by knowing his family, his virtues, his piety and struggle, that we will naturally genuinely come to love his family, so do not use it.