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It might be the iPlayer team. They have always been given a fairly long leash, hence the whimsical "it goes up to eleven" volume control.
In their defence, the BBC have ongoing problems with tracking user engagement, because they don't require a login to use iPlayer services. They have been experimenting with a variety of things to try and get better data on the kinds of programmes people want to watch without being overly intrusive. The "love" button might be annoyingly twee but it might also help improve the quality of TV, by helping to make the case for programmes with a small but loyal audience. I hate all that social media bullshit, but if the BBC Three commissioners had paid more attention to Twitter we might have got a third series of In The Flesh rather than yet another crap sitcom.