I treat my wife the same, regardless of the calendar date. Every day with her is special. Booked another trip to Aulani as her gift.

I do like what it stands for. At the very least, there is one day out of the year that couples put aside the time/money/other resources to show each other that they care. I believe that is important because, for most, it is easy to fall into a routine where our "significants" are taken for granted.