Nice gaijin said it best when he said it is all advertising and the manipulation/brainwashing of the consumer into believing a false assumption much like mothers day was made up by the card companies.

Here in the US, with it being Valentines Day, I have to laugh at all the recent ads by jewelery stores enticing the husbands to purchase "Wife Insurance" and all.

If it takes Valentines day for you to express to your loved one how you feel or to buy her jewelery then you have problems. The same holds true for an outrageous expensive engagement ring. I just don't get it and probably never will.