What we have here is another instance of the broader society wanting to ignore religion while still wishing to use it for its own selfish will. It is a rather galling practice, yet one which simply cannot be ignored and, to be fair, isn't entirely wrong. Still, I find it aggravating and just a bit insulting that Christians are generally expected to leave their religious attitudes at the door while nonetheless allowing them to be used for economic gain when the secularists want it. Further, and this surely applies even outside of religious considerations, I wonder why anyone ought to let society dictate when they should show generosity and kindness to their loved ones. Shouldn't we be doing that all the time? Why must it only be done only on the capitalist's schedule? A good man does is kind and generous day in and day out. Or at least he should be, and while expecting no added obligations when society may want him to help fill their coffers.
Of course, no one is discouraging a general kindness towards others. I simply don't like the dual attitude towards religious belief which Christmas, Easter, and now lesser days such as Valetine's Day now are expected to display. It is as though society feels that it can use religion when and as it wants to, but wants to stifle religious sentiment when it runs counter to what the people want.
In the end, I don't like it. It's disrespectful and that's that. God should never be used as a trumpet for Hallmark.