Yeah. I think a lot of it has to do with modern marketing techniques - really - they still have the *in your face* advertising method going. Our minds are funny. We respond to *hype* like the Olympics, SuperBowl, Christmas - anything that's become more and more commercial as the years go on. We have a limit of how much we can stand. For instance, we don't even watch TV anymore. Can't stand the constant hype over , of all things, the WEATHER! The weather as news blows my mind. Christmas has, for several years now been SO overhyped that it simply can't live up to the build up. So I am with you Liszmaninopin, I coiuld just skip the whole darned thing and be fine.