Well, I'd say that the problem isn't really how geared towards relationships media is, rather how people are being indoctrinated with non-existent relationships. Movie-relationships and The Mythical Great Love Of Your Life that will in a magical way make your life wonderful and make you a happy and balanced individual without any real effort on your behalf. This makes some people and especially kiddies between 15 and 25 unable to deal with their partners as real people instead of magical-fix-me-ups which is a recipe for being forever alone. And then we get them in the HWL-forum whining about how every person of the opposite gender is horrible, conceited and is totally missing out on their awesomeness when they really only care about what they think these people will do for them.
I don't understand society's fixation on it, either. What really grinds my gears is when people misuse and abuse the word entirely. For example: 12 year old children telling each other, "I love you, I want to be by your side forever." I mean, you've got your whole life for that. Enjoy being a kid. God, that really gets me going. I'm often ashamed of a lot of my generation.