I see it as a great opportunity for some businesses to make extra money - flowers are more expensive, and so are most Valentine's day dinners. Nothing wrong with that, but they're not getting a bonus from our family. :)
Plus, I think the pressure of coming up with something special would really burden my husband, and it's just not worth it. Last year, we did do a special Valentine's dinner, but it was a good deal, and it was at one of our favorite restaurants.