re: I can't figure out people who hate Christmas

To elaborate:

There are three ways to exert normative influence on a group of people.

1) The threat of sanction (i.e., punishment) - this could come in a variety of forms, including ostracizing deviants

2) The promise of incentives (i.e., you reward somebody for doing a certain thing)

3) The promotion of belief (i.e., you get people to believe that something is right)

Christmas, as a social institution, exerts strong normative influence on people. It works mostly through #3 (see, TIGRLEE). But it also gives the illusion of #2 while presenting a serious case of #1.