I have that exact problem here. I want my kids to have latitude and freedom with what they watch and do. But their child brains need adult moderation. They literally want every day to be Christmas, and they do not understand how that might "burn out" their synapses on things like the act of waiting, being excited, and eventually getting new gifts.
I've been trying to articulate why I reacted negatively to that concept, and I think you nailed it.