Many women care, because it's "their" one day, when its all about them. Bubblebaths, Tiffany's, La Perla, Artgentinean rose petals, apricot pedicures, come to mind. But some women ( a very small minority) don't because, they believe that Valentine's Day should be every day, meaning that every day they should be treated right. The thinking is, if he was a f-up for 364 days of the year, one day is not going to change it.
Your thoughts on both points....