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Well, forbidden brings a feeling of excitement or fear (adrenaline rush like)....which is pretty intense. It's also the reason why people go do extreme sports or on rollercoaster rides. My bet is on that you like the feeling more than the person.
It's like, you just sit there bored, and need some excitement. You look around, see your friends' wife. If you were to analyze her with flaws and all, she wouldn't be so special. But, you, in an attempt to find some excitement, think 'hey, me hitting on her would be odd, possibly dangerous etc...'. That brings excitement (the situation, not the person per say). But because the feeling is so intense and enjoyable, you attribute it to her. And if she excites you so bad (not realizing that the situation is actually what you find interesting), she must be special. So there, you attribute another thing to her. And from there you'll just analyze what 'amazing' qualities she has, turn her into a prize and the more you don't have 'such a special person' the more the butterflies and excitement grows. Which makes you want her even more (because of the image you've created of her in your brain). I dunno if this makes sense.