Loving involvement from without

Jesus maintained that we must be in the world but not of the world.  Yet, "God so loved the world that he gave his only begotten son."  Is it not the case that to truly love the world one must be in it but not of it?  When I am "of it" I expect it to 'love' me.  When I am in it but not of it, it's not that I don't appreciate love but I don't expect it to make me love, feel or be in or of the nature of love.