Existing, or new, or potential new couples? They’d be up for dinner à deux, surely, not some sort of group event.
So what’s left? People who care about the symbolism of the day, but who don’t have a date for it. Most of whom, I’d have thought, would want to stay at home, not be out and dateless in public.
So surely what you do for the people left from that is make it as tacky as possible, so that they can pretend they’re doing it “ironically”.
FTFY, Sparrer.
But I completely agree that is hard to tell what market they are aiming for. And even harder to give a thousandth part of a fig about it.