Friend is playing FFXIV because he is a masochist. For Christmas the event involved ringing a decorated bell in a major city and receiving gifts. For New years the event involved ringing a differently decorated bell in a major city and receiving gifts. And now for Valentines day the event involves ringing another bell in a major city and receiving gifts.
The best part is the devs felt they should clarify their stance on the matter.
"Each year, there are those who feel inclined to bring attention to the fact that these bells closely resemble those used during other festivals, such as the recent starlight celebration. It is unfortunate that these people must concentrate on the negative when the true meaning behind Valentione's Day is about expressing gratitude to a fellow friend or companion—something that should not require unnecessary displays of extravagance."
So this year while you clamor for your achievements be sure to express gratitude to a fellow friend or companion and...
Sorry I can't keep a straight face.