Well, they must be saying that the content is more important than the form so they won't play any shallow tricks on you to attract you with decoration within the spirit of the season just like everybody else does but will, instead, put their best clothing out and that will do the job.
Of course, in order for this trick to work you should not scream that loud to people and to make them feel silly. And, besides, this ridiculous bold text and the wreath just hide the content...