detest would be a bit strong for me. I do dislike the commercial aspect of it all-if you are in a relationship you're expected to give something to show love/committment/contentment and suddenly roses are $25.00 a dozen at the Bodaga's etc.. when usally they're 10.00.
Buying an expensive gift on Valentine's day doesn't say "I love you" to me as much as a small, thoughtful one on any other day.