Why the hype about Valentine's day?

Personally, I don't like following the bandwagon. For the mere fact that more than half of the world population think Valentine celebrations worth it doesn't means that it right. I've always wondered if anyone here have paused to ask question about this over-hyped Valentine Day thing. I've never seen any thread here seeking to ask questions about Val either. Rather, everybody is thinking and suggesting to others how to make their long awaited Val Day worthwhile. Well, for me, I've heard stories that the government at the time of Father Valentine made a Decree forbidding young men to get married but rather to join the army. But Father Valentine not knowing to the government was secretly conducting marriages and charging fees too. So the government heard about this and ordered his arrest. He was immediately put behind bars and allowed to rot in jail. Today, he is celebrated as one who died for love! The question now is: If this story is true, does this man worth celebrating? Did he actually died for love or for his own self interest? Even if the story is not true, and he actually died for love, is what he did greater than what Jesus Christ did? Can't we be celebrating Jesus Christ everyday? Is Val celebration really justified?