When Rockstar recently released the special GTA Online DLC content commemorating the event of Valentine's Day, they made a key change in how they handled thematic updates. Until now, whenever some real-world holiday like Halloween or Independence Day got its own DLC, the content would disappear after a few days, only becoming available again a year later. Players who bought the items would still have access, however special outfits and vehicles would no longer be available for purchase.

When Rockstar announced and released the Be My Valentine GTA Online DLC, they didn't state when the items would disappear from stores. When asked by players to clarify, Rockstar Support personnel stated that the items will remain in-game indefinitely.
Most players immediately assumed that meant "forever" and news of this spread across the community. Then the items disappeared.