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I think it's overcommercialized. However, I don't think there is anything wrong with taking the time now and then to treat your 'bf/gf/spouse' to something extra and reinfocre how you feel. It may in fact be very helpful to a relationship, and show that you don't take everything for granted but really appreciate what you have.
In my opinion, that'd work best and appear most heartfelt when it's not done at the same time everyone else is made to think of it, but on the other hand, this is the time of year when you'll have the widest range of choices open to you so logistically speaking it's perfect.
Myself, I'm single and I can't say I feel particularly lonely or left out today, or any other day of the year for that matter.
The biggest downside of a day like this, in my opinion, is that for some it is not a pleasant bonus to get some extra care and attention, but something which is expected and wordlessly demanded.
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