Dates

I can't understand why people are so hyped up about dates. 10/10/10 just pass and I feel that is just another day. People are getting married, venturing into new business or held special function or occasion on this day. Just like 09/09/09, what so special about it? Its just a day! Its not even new year or something. Does it hold a special spiritual meaning to this date? Or is it just a marketing gimmick to make everyone spend ridiculously huge amounts of money on this day?