It is, as he says, a form of entertainment. Best thing to do is basically ignore this as making a fuss won't do any good and only strain your relationship. Then you've got grounds to get tough with him. Hello I'm a guy. I don't believe love and romance is just for women.
Men fall in love too and hurt when things go wrong, just like women.
They also love to hear someone tell them how special they are and how much they're loved. So I think a woman should certainly get her man a card and maybe a small gift. If you can't afford that, then make the evening special for him such as being passionate and sexy in bed. Yes, Valentine's Day has become a smoochy, feminine type of day it seems but the guys seem to like it too. How do you break up with someone that you love very deeply but need to be on your own.