What will cause the great falling away?

"At that time many will turn away from the faith and will betray and hate each other, ¹¹and many false prophets will appear and deceive many people.¹²Because of the increase of wickedness, the love of most will grow cold, ¹³but he who stands firm to the end will be saved.” (Matthew 24:10)

I bet you have some great friends, I know I do. I believe they would drop everything to be there for me just as I would for them. Local churches are full of groups that consider themselves close. Yet Jesus says in the end times that MANY of these “friends” will betray and hate each other.