Hindus love rituals more than Gods

As a Hindu this is something I have often observed. Its not that the love for gods is not present in our religion, its just that overall I have seen an obsession towards rituals and much less towards the actual LOVE for gods. People focus more on the directions to worship, which day to wash our hairs, which objects to offer, which instruments to use,... like many unusual technicalities instead of focusing on actually being in love with Gods or goddesses and thinking about them rather than obsessing over rituals. I know that rituals are important and I understand their importance. Its just that not all of them are necessary and focusing on perfecting them does less to strengthen our relationship with God. I wish love is given more importance than rituals.