What's love got to do with it?

I hesitate to post this as I'm inclined to rail against the Dysneyfication-pinkifacation-fluffyfication-banalification-saccharinification of St Valentine's day.
I walked past the shops this evening. There were hearts in the hairdressers, the cafe, the greengrocers, the opticians, the funeral parlour - okay not the last one. It seems to have got to the point where retailers have to participate so as not to be seen as miserable old farts.
Love is great. Its the most important part of human existence. But St Valentine's day is mass-market tacky.