Because Romeos from all over the world to affix billets doux on the wall beneath what they believe to be Juliet's balcony in the greatest love story of all time.
But the fixative owes more to William Wrigley than William Shakespeare, and Juliet's wall is deeply encrusted with chewing gum.
"The damage is evident and tolerable, and we have had to step in," said Francesca Tamellini, the town official in charge of tourism. The wall has been placed off limits, although love letters can still be left on "a panel that is resistant to the weather and chewing gum," she said.
"Access to the balcony will be sealed off with barriers and closely watched," she added.
Next year, the city promises that Juliet will be getting her own internet address accessible from anywhere in the world via portable phone or computer.
Meanwhile a young Roman has become the first swain to fall foul of this mania for hygiene and modernity. He was fined 600 euros (792 dollars) for covering four square centimeters (less than a square inch) with a romantic but unfortunately indelible graffito.
Lest anyone think that the the custom of sticking avowals of love beneath Juliet's balcony goes back to the time of the Montagues and the Capulets, well here's the let-down. The craze started only about 18 months ago. And who is to say this is really Juliet's balcony? The Italians have an answer to that: se non e vero, e ben trovato -- if it isn't true, it's nice all the same.
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