It's too expensive as well. You can hardly blame restaurant or pub owners for making a special costly themed menu if everywhere else is doing it. I'd do the same thing too if I was in their shoes. I bet they're absolutely gutted that it falls on a Saturday this year, the worst day it could be when they'd probably be full already.
I really shouldn't really bite the hand that feeds me though. I have sometimes made a few quid from Valentine's Day myself, such as these recent photos below for All Star Lanes.
I guess I tend to eschew Valentine's because it's this idea that we all have to do the same thing at the same time, like the forced jollity of New Years eve. It's the opposite of romance, the whole thing is a big dirty cliché.
However if you enjoy it, then why not? And if you make money from it, even better. We'll be at home with an M&S £20 meal deal (pushing the boat out) and I'll be back in the restaurants on the 15th when the insane madness is over. Happy Valentine's Day!