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There's been a long thread about this on another message board I read. Those fine with the kids seem to view Valentine's Day through the lens of the various different kinds of love.
So it isn't just eros (thus standard romance for adults), but also philia (thus school children and coworkers).
Personally, I just think it is that adults enjoy mildly sexualizing children at an age when we think them innocent of such. So we like watching them exchange Valentine's Day cards in the same way we're amused when, at 4 years old Billy comes home saying that Sally is his girlfriend and they're going to get married. Or when Sally (or Billy if such is his wont), puts on mom's sexy little black dress and ****-me lipstick. It's why the little kid in Role Models hitting on women like he was 20 tickled the funny bone.
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