Thanks to commercialization, Christmas is for people who want free stuff.
Well you can't spell "Christmas" without "Profit"!
All seriousness, though, it's a shame that such has come to be on a number of levels, but I think most people who celebrate Christmas understand it is a bit more than just receiving.
Very symbolic tradition, gifts, that is. As a child, it is all about receiving what you want from others. As an adult, it is about an equal exchange between friends and family. And as a parent, it is about giving your child what will make them happy, if only it be for one day.
Materialism brings everyone together!