[He's probably one of the only people who can explain this and survive, right...]
The magic here doesn't just keep us in this world. It does things to us, sometimes. It can be anything, from changing our memories or giving us new clothes, to... Well, being made to kiss someone else. Or thinking we're in love with someone.
[Adds quickly,] It's all temporary, at least. It's never lasted for long. But it can happen.