No, I know not everyone is like that, but I saw a LOT of it when I was in college, and granted most guys at college age are immature and may getter better with age about things, I just don't think it should ever get to the point where people only break out the sort of affection you should show often to your partner, just on a day like V-Day. I've also seen some that don't even do it because they care, they just don't want to get their balls broken, which is even sadder.
I agree, it can be a very superficial extravaganza...however no one should discredit the actual people that truly care more about their loved ones than anyone could imagine, and want to just see a smile on their face and take advantage of a "hallmark" holiday together with the rest of the world.
I just think it is more sad that people allow the marketability and retail side of Vday to obscure them from enjoying something that could be a fun experience with the opposite sex.