I despise the commercial nature of V-day, but I also dislike the commercialism of Christmas, 4th of July, Easter and most of the major holidays. I don't think that most of us properly celebrate holidays, usually they are more about the bells and whistles rather than the intention of the day. 

I value V-Day. For me it is a day to reflect on love. Not only with my wife - though that is primary-, but with my parents and family.  We don't currently have children, but when we do, V-day will be a day for our family to express love to one another. Making cookies, having dinner together, etc. 

Holidays should be celebratory of its given purpose (i.e.  Christmas - Birth of Christ, Chinese New year - Start of a New Lunar year, Yom Kippur - Atonement &amp; Repentance etc.). It is not that we don't honor those elements throughout the year, but the holiday is when we readjust, remember, retreat and celebrate in an intentional fashion. 

I V-day's commercialism gets on my nerves, I like it.