And let's not forget that she's his *girlfriend* not his wife. We who have been married a while will simply not view Vday the same as a girl who's expecting all the stops to be pulled out, in her honor.
I can vaguely remember the days when I was treated like a princess on that day, instead of getting construction paper hearts cut out by my kids. (and, for the record, I loooooooove the latter just as much as the former!)
