It is devoutly to be hoped that you express your love for your significant other every day, not by words alone, but by working at demonstrating that she or he is the most important thing in your life by doing those things that make her or him happy. Yet the injection of a bit of romance into the relationship is essential. That should be done daily, too, if only by some simple gesture such as well, whatever simple gesture conveys joy. But Valentine's Day is set aside specifically to honor the loved one with romance. Commercialized? Yes, of course. The florists, the chocolatiers, the jewelers, have all jumped on the bandwagon to offer you means of (expensive) expression of your love for your Other. This all begins with a sort of strange feeling and awkward response to it which typically arises in the early adolescent years. Witness.