Eh, to my view it's important to those who are single, because they either think they have a chance of not being alone anymore, or to those who already have someone and use it as a reason to celebrate their love to one another.
Well... as a person who is both single and also insensitive, it tends to get annoying, but there are always fun moments when more single people meet together or when the haters of this (commercial after all) celebration start getting fired up.