Not that much different than human love:
Octopuses, notoriously shy, have previously resisted attempts to document their amorous behaviour — observations in captivity led researchers to conclude that they were un-romantic loners. Work by marine biologists at the University of California, however, has overturned those assumptions, uncovering a range of mating behaviour that includes flirtation, strangulation and obsessive stalking, as well as the occasional instance of cross-dressing. For females, the researchers discovered, the process is an uncomplicated affair.
...For males, mating is a more fraught activity, and the biologists have uncovered three strategies for defeating the competition — which, particularly for the larger females, could be intense.
The stronger males, which they called guarders, stayed close to their partner, often within a metre, and followed it while they foraged. Any interlopers were dealt with harshly — in some cases using strangulation. The researchers speculated that rival males removed competitors’ sperm from the females.
A second group took a more itinerant approach — travelling along the sea bed and wooing females when they found them. Like the guarders, they used striped body patterns to display their manliness.
The most surprising of all were the weakest males, which the researchers called sneakers. Fearing the lash of their competitors’ tentacles, they disguise themselves as females, changing the patterns on their body and swimming in a more feminine manner, to sneak up on their quarry unsuspected.