A big budget film needed a big date. They missed their chances. As long as they don't come on 26th Jan, it will be fine.
Feb 14th anyways idiots will be out tormenting innocent couples, why give them a reason to start rioting from 9th itself.
On a serious note, Feb 9th is their last option. Delaying further will only hurt them financially. They simply can't afford that. Producers made a blunder by taking this decision without speaking with Bhansali.