I'm loving it!

"I'm loving it. " seems to odd. but, we're getting used to using it? aren't we?
It's a grammartically wrong sentence. When we use continuous tense we have some rules for whether some verbs can be used or not. We call the stative verbs for not using continuous verbs. There are emotional verb as need, want,love, like, dislike and hate, possesive verbs as belong, have, and own, and verbs that thoughtt or opinion as know, think, and recognize.
So we learn those word not to use for wrong usage but, language is constantly changing so that we often hear grammartically wrong sentence in some cases, but we are accepting at some point.
Even we keep hearing "i'm loving it." , but we should at least teach our student to know that it's a wrong sentence.