Pheremones
It's all about pheromones and facial features. You like someone because their pheremones tell your body that they have a good enough variety of genes in order to have children with you. Pheremones are also addictive, which is why you can't stop thinking about someone when they're gone, because you're craving their pheremones... well something like that... and facial features play an important part too. We are genreally attracted to people with facial features which are symetrical, because if they're symetrical then they are more likely to be healthy (in a non insulting way)... just something I read in a amagazine, don't know if it's true or not :S
Plus it explains why we sometimes fancy not-so-good-looking people I suppose, or why other people fancy people we might think "no thanks" to.
So in a subconcious way, I suppose we only THINK that we have control over it. But pheremones are scentless, but are still detected. I personally find it amazing.
P.s. I don't know if this is all acurate, just stuff I've heard 
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