Because, see, if a store doesn’t actually use the word “Christmas” then the store hates Christmas and is trying to destroy Christmas, and good red-blooded God-fearing American loons shouldn’t shop there.

According to Dr. James Dobson:

Eight firms caved immediately: Best Buy, Cabela’s, Kohl’s, Lowe’s, Nordstrom, Pier 1, Toys R Us and Wal-Mart.

The Gap, Banana Republic and Old Navy replied to the FOF missive, but, the group soberly reports, “did not convey a clear commitment to use the term ‘Christmas.’ Rather, they communicated their intent to approach their marketing in broad and diverse terms.”

Added FOF, “We’ll have to observe and see if what they publish avoids an insulting marginalization of Christmas.”

See??? To acknowledge that not all the people shopping at your store are Christians is “an insulting marginalization of Christmas!”

Dobson and his ilk aren’t interested in “saving” Christmas at all. What they are interested in doing is re-establishing the cultural primacy of their religious beliefs. They don’t care that America is a pluralistic nation; their faith - and thus them - must take precedence, officially and always.