Allegedly, this system will help players curry favor with NPCs and develop relationships with them because that's not creepy at all. To build an NPC's affection, players will have to perform certain tasks, hand out gifts, and even sport a particular look because that's not demeaning at all. As a player rises in affection, he or she will move to later "phases" and have access to new features (such as minigames) and interactions with the NPC.
So if you've ever wanted to start a relationship with a cute NPC that will result in an over-possessive, jealous lover who will deny you the ability to group with members of the opposite sex, here you go. Because that's not bizarre at all.