But this, whilst rampant commercialism, at least has a positive message; check this out:
"Yes" is the only word David Sims wants to hear on this Valentine's Day, after going to large and extreme lengths to persuade his girlfriend to become his wife.
The 23-year-old Aucklander is set to make a very public proposal to long-time girlfriend Leena Riekkola this morning.
Mr Sims is one of 12 Kiwis who won the chance to put a message of love on a billboard as part of Westfield's "Truly, Madly, Hugely in Love" Valentine's Day campaign.
Yesterday he was making last-minute preparations - which included picking up the engagement ring he rushed to organise after being told he was a winner.
"I was [thinking] 'Okay, this is actually going to happen. I should probably get a ring'. I can't propose with a cheezel," he laughed.
Miss Riekkola will get a 3-stone, princess cut, white gold diamond ring.
Mr Sims decided to enter the competition after seeing it advertised several times at a local mall. He was told a week ago that he was a winner.
"It's happened pretty quickly. After I entered I thought, 'Oh, I'm not gonna win it'. And then I got it and I thought, 'oh no'."
The couple have been together for the past four-and-a-half years after meeting in London in September 2007.
So we wish David Sims well, and we hope that the billboard below produces the desired outcome; good luck!
And in the meantime, we wish our special Valentine the most awesome day...
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