Is it really more "family friendly"?

I heard on the radio this morning that several churches are opting to have a Christmas Eve services in lieu of a Christmas Sunday morning service because it is more family friendly. More family friendly? Why don't we just admit that it's more presents friendly?

Oh no, we'll have to wait until after church to open our presents. Oh no. The horror!

OK, may be I'm being too pious, but this upsets me. It upsets me more than SECULAR retail stores saying Happy Holidays. Who cares? It's their store. Of course they don't want to offend...they want to make a profit! If unbelievers want to "take Christ out of Christmas", well what can we say, they're unbelievers, but when "Christians" start honoring "family-friendly present opening lots-of-food extravaganzas" over true worship...we've got issues!

Grrr.