Progressive statives

Sentential aspect

I've heard both these expressions in my years in Britain, but never really known why a speaker would choose one over the other in different contexts. What, IYO, could be the reasons for choosing one over the other?

I'm really loving this holiday.
I really love this holiday.

I really love this holiday

is what a British person would say.

"I'm loving it" is the Coca Cola slogan

I'm loving this holiday

I'm really loving this holiday.

There is nothing really wrong with saying:

I'm really loving this holiday.

It is just the sort of thing that Borat would say.

http://www.borat.tv/

http://www.borat.tv/reportings3.php

It might not be wrong, but it is not right either.

<<"I'm loving it" is the Coca Cola slogan>>

No, actually it's the McDonald's slogan. ;-)

And technically the slogan is "I'm lovin' it."

I don't know about British people, but as an American, I would say that "I'm loving this holiday." is correct and it specifically means that at this moment you are loving the holiday, but doesn't say anything else about other times.
Also, you can only say "I'm really loving this Christmas." if it's actually Christmas. Otherwise, you have no choice but to say "I really love Christmas."

Hmm, let's take for example, Christmas.

In the midst of Christmas, you could be making casual conversation with someone and say "I love this holiday."

However, let's say in the midst of Christmas, you are doing something you absolutely love! It's Christmastime, and you're gathered around the fireplace sipping eggnog and singing Christmas carols while your mom is playing the piano. Looking around the room, you get an overwhelming sense of happiness...and this is when you look to the person next to you and you tell them "I'm loving this holiday."

I guess saying "I love this holiday" is just saying that you're loving that holiday in general for no specific reason. And you say "I'm loving this holiday" because you are currently doing something especially wonderful that is making you love the holiday.

=)

I've never said "I'm loving", and I never intend to say it.

Perhaps before McDonalds nobody said so. It's not stative any more here, it means "I'm getting a lot of pleasure" in the process of devouring the sandwich.

The cake is looking done.

???

How about...

Dolly:It (the cake) looks done.
Dan:You're telling me! It's been looking done for the last five minutes.

Some linguists would say that such uses are marked rather than ungrammatical. Would you agree?

Some people would frown at "looking" done. But one can hear in songs -You're looking good...