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I think it was meant to:
- Capture your attention.
- Point to the fact that Christmas is about the birth of Jesus, the Christ and not about the other things we usually occupy our festivities with.
- Make the viewer realize that, even though the church is serious about how they celebrate Christmas, they are not stiffed neck about it.

I wouldn't say this is the best way to do it, but it's a way - a good way.