It appears to be the common mode of expression these days , particularly among women under the age of thirty, to say "I'm loving ...", instead of "I love..."

For example, where once it would have been commonplace and normal for a girl to say to say "Hey, I love what you've done with your hair" nowadays it's almost guaranteed that the younger of the species will say "Hey, I'm loving what you've done with your hair". (Not that they ever say that to me, you understand, not these days anyway, I'm just taking an example)

What I'm curious about is when did this fashion start ? I am quite sure I never heard this mode of expression any earlier than three or four years ago. Is it media inspired? Is it Valley-girl speak ? Is it down to McDonalds, and their advert with the jingle "I'm loving it " ?

I'm not railing against the fashion, I actually think it sounds quite cute, but I would like to know how and when it originated.