I think it's a little bit of both. On the one hand, big business really knows how to cash in on Valentine's Day with the price of flowers skyrocketing, etc. However, it is a day that reminds us to take a moment and spend some time with our loved ones and that can be very romantic and wonderful.
I think it is what you decide to make it. You don't have to spend a lot of money to make Valentine's day romantic and beautiful. You just have to show how much you care.