I've either completely dreaded it or just really hated it every year up until this one, and now I think I kind of get what it's about for me. It's definitely an over-hyped holiday meant to sell a lot of pointless junk, and doing nice things for people shouldn't be a practice just because the calendar tells you to, but like any holiday, sometimes it's nice to set aside a time to put stress and worry on the back burner and spend quality time doing nice things for/with the people you care about.
This year I actually had someone to spend it with, and even though we both thought it was a pointless holiday, we made it something wonderful, and made a point to say all the important things that you don't necessary gush about every day of the week.