@Henrik phil,
I don't believe in Santa.
I used to,
and I hope to believe in him at some point in the future.
By this I am pointing to the way that Santa has become less about giving, and more about expecting to recieve. Its become a commerical enterprise with guilt as the overiding emotion. Did you get what you wanted? Were others disappointed with your gift? How much did it cost? Is it better than what someone else got?
If gifts were given privately they would have more meaning.
Its also easy for rich people to buy stuff and give it out. And yet when it comes to giving time and effort, they turn and run away. On an emotional level, people are very stingy, whilst thinking that material goods can compensate for compassion, emotional support, and genuine unity of spirit.
I am thinking here of the broken families, where the child would rather just have a decent bit of quality time with their distant family member on a regular basis, rather than a big cold expensive gift once per year as the norms of tradition and guilt dictate.