I agree that it is overused and overcommercialised, but you have got to admit that the ILY symbol is the most well known sign for the hearies to know. It's like going to Germany and imagining cliches like bratwürste, pretzels, beers, lederhosen, biergartens, etc... Everyone who I meet in America, who knows that I know German, always says "Auf Wiedersehen" to me. I am like "ehhhhhhh" but I know it is a famous expression for Germans. It is a symbol, period. You can't really deny it. If you are sick of all those ILY merchandises, you can exercise your role as a consumer NOT to purchase these products. But, it is good to have it out there for anyone who wants them.