Yeah, I always felt that way too. It's basically just a day so they can make money, nothing more. I'd celebrate it if I had a girlfriend, but I'll never get the huge craze over it. It sounds cheesy, but you should do things for your partner throughout the year, not just one day.
You should see how it is in Japan and South Korea. The chocolate companies made such a marketing push long ago that it's damn near culturally obligatory for women to give out chocolates to everyone on Valentine's Day. Then, one month later, they made up and entirely new holiday called "White Day" where the men give chocolates to the women.