Time runs; but it does not only run forward. Time is a product of human subjectivity, and part of what it means to be a subject is that we relive moments of time.
More, who we are is a matter of time running backward. The forward of time is the unknown, time itself, inhuman and inscrutable. Our relation to time, therefore, is always backwards as far as human consciousness goes. Our orientation to time is backward-looking, while we are perspicacious enough to recognize that time itself only runs forwards.
Love is the foundation of the world. The individual human subject, facing the future, creates. Love is backward, creativity is forward.