In Shin Makoku, we don't celebrate Christmas... or didn't, until Shibuya came along. For those who have never celebrated it before, it could be quite enlightening and entertaining. You, personally, are aware of the religious implications, but they are not.
The chocolate making was by choice, and men made chocolate to give to women, as well. I do seem to remember the major piece of the Valentine's Day celebration being the date auction.
I do understand your point. However, I still think you'll make much more headway organizing a festival you would like to share.