I know you said you get it, but I'm not really sure based on your comments. It's from a TV show. It wasn't created "to sell more stuff" or because people feel lonely due to social media. It was created as a joke on a comedy show. It has a funny name and extravagant celebration because that's the personality of the character on the show. She celebrates all sorts of random, ridiculous things with over-the-top gifts. She invents "holidays" all throughout the show (Ann Day, Ben Day, Red Shoe Day, Butt Day, etc) There are two other characters who celebrate "Treat Yo Self" day. That holiday revolves around oneself, whereas all the "holidays" Leslie celebrates are about focusing on other people.