Christmas is all about commercialism. Many people struggle with low wages and debt, yet they spend hundreds of dollars on Christmas gifts; the average American family spends about a thousand dollars on presents. Defenders embrace this. One magazine article claims that Christmas is a spiritual holiday whose main theme is personal, selfish pleasure and joy, and that the season's commercialism is integral to it. It cites Ayn Rand, who praised commercialization as Christmas' best aspect, because only commercial greed could afford the spectacular display of trees, winking lights, and glittering colors. The modern Santa is itself a product of commerce. Nast supplied the North Pole home and toy-making elves, and in 1931 the Coca-Cola Corporation's marketing campaign completed the figure, with a chubby Santa in bright Coca-Cola red. He was born a blend of Christian crusader, pagan god, and commercial idol. Commercialism adds nothing righteous to the holiday. It fits John Ritenbaugh's definition of worldliness, the love of beauty without a corresponding love of righteousness. The dazzling displays attract people, but they cannot make the unclean clean or the unholy holy.