Keep believing, I understand part of it. It's up or mania phase of the mood swing or part of the MLC phase.
In the beginning, you don't care; it's just too much fun. When you're not doing it, all you can think about is doing what ever it is and this often helped through social media.. keeping the energy going while at work or other duties. You do things you normally wouldn't do.. I once spent 300$ of rent money on alcohol and going out to clubs (not all at once). You just feel this need to do it. We all have the desire to buy something special that we don't because it's frivolous and then once in a blue moon, we give in. Amplify that impulse times 1000 and make it every day. That's how it is..
Then it begins to wear off. We can talk ourselves back into the "up" swing, but you start coming down faster and faster. Then you begin to bargain with and make excuses for yourself. I'll do this now and get over it later.. I'll just be ok if I can.. Once I get to, then I'll.. Life becomes a blur of looking directly down at your feet and counting the cracks in the sidewalk and then leaves, then the ants and then the grains in the concrete as you plod along day after day.
After that, people usually start throwing crap at the wall, hoping something sticks and will provide them with their first hand or foot hold out. They may try new jobs, change their style of dress again, hang out with a different crowd, watch different tv shows.. It's still escape and avoid, but this time, when they see something that offers a way out, they'll take a chance on it.
None of whatever is going on is real. It's more about the choice the person makes to do it, to give into the impulse to get carried away and not have to live with rules. To give themselves permission to buy that special bottle of perfume or that fancy watch. It's more about the illusion of control they feel by trying to define themselves by their new lifestyle more than it is any kind of love for the other person.