I think each place I've been has something or other that is not just xmas related. In fact I'm pretty sure of it. As for the Christmassy thing, I dunno maybe, but I for one have toured numerous stores since the giveaways started, especially when I see something by someone that I feel is especially nice (even if I don't download or need it) then I gotta go see what else they have done lol. So I'd say overall everyone benefits, those of us who recieve the free items especially and I'd hope the merchants and others who share their work at no cost would get a new customer or two. So why bother looking now? Cause ya just never know what awesome goodie, or merchant you might find! ;)