Santa is our culture's only mythic figure truly believed in by a large percentage of the population. It's a fact that most of the true believers are under eight years old, and that's a pity.
It looks good when you see someone kicking at the age of 51 with no double. It's kinda cool for people to know that past 50 we can keep flexible.
When something startlingly new comes up, young people, especially, seize it. You can't complain about that. I think its heyday has passed, but it's had an effect and will continue to have an effect.

