Agreed! I think some of it is, as you said, the greeting card industry figuring out ways to expand their market and some of it is a weird and off-key way to better acknowledge women for one day (rather than marginalizing them as society has often done). It is a half step in the right direction to acknowledge nurturing and caring work, but what our society really needs to do is value and allow for that across the board every day of the year — lauding fathers too not only for playing catch with their kid or being a good provider, but for fixing their daughters hair or whatever other traditionally mothering things that many dads now do. Our society should applaud humans being kind to each other, taking care of one another, etc. but we live in a dominance hierarchy — a place where often the most ruthless get promoted and elevated, so that’s antithetical.

As you pointed out, men aren’t supposed to show gratitude or affection to anyone other than a female lover, so there aren’t many cards for that. This is what patriarchy is and how it harms everyone by enforcing gender norms.