Howaito dē...Valentine's Day extension--Japanese style

Of course Valentine's Day is celebrated today [February 14th] and the Japanese celebrate too but the giver is reversed where the females present chocolate gifts. And on March 14th the role is reversed on a day called "White Day" where the men distribute the goodies. On White Day, the converse happens: males who received a honmei-choco ["chocolate of love"] or giri-choco ["courtesy chocolate"] on Valentine's Day are expected to return the favor by giving gifts, usually more expensive.

Do you get the feeling that White Day is an economic marketing scheme?