Was I expecting too much on Valentine's Day?

While I recognize that this is a "Hallmark" fabricated holiday that feeds into our ever growing consumerism, the idea of a day devoted to love is rather appealing especially when you have someone to share it with. So, if we recognize that this holiday is to celebrate love and friendship, then why treat it like any other day? I do not mean to imply that there has to be some grandiose social display of your love for someone or the purchase of an exceedingly expensive gift, but a flower or even a homemade card would be fantastic. Basically, anything that acknowledges the celebration of your love for someone that is not done on a regular basis. Is that too much to ask? Are people truly that clueless or are they being thoughtless when there is no Valentine's anything???