[nyandaber]

It's a bit trickier than that. "J'aime X" is translated to "I love X" if X is a person, but if X is something else, it becomes "I like X". If you really love chocolate, you have to use "J'adore le chocolat" or add some positive adverb to aimer, like "J'aime vraiment/énormément le chocolat".

Funnily enough, while "bien" is also positive word, it's indeed used to lessen the power of "aimer". That's the kind of stuff native speakers don't even notice but can confuse everyone else.

[amaccuish]

The rule I learnt was aimer with people, adorer with everything else, and add bien to aimer for liking a person instead of love.