This Valentine’s Day, enthusiasts are expected to spend approximately $17.6 billion on romance-related goods—jewelry, cards, flowers and chocolates—a ten-year high, according to the National Retail Federation. That’s not even the whole picture, when you include all the other things that go along with the “perfect” romantic experience: heart shaped doohickeys, sexy lingerie, bikini waxes, fancy dinners, candle lit romantic massages for two, romantic getaways, puppies and couples counseling. Clearly, the economics of love is serious business.