When a verb describes a state and not an action we do not use the continuous tense. For example, 'play' is an action so we can say 'playing' whereas 'be' is a fixed state which does not change: 'To be, or not to be'. Grammatically it is not correct to say "Im loving it" even though McDonald's have made this expression famous.
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RI2dGrammatically it is not correct to say "Im loving it"This is simply not true. The following are perfectly natural sentences: