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It is a formative time, after all, Seakors Watch when youngsters study to navigate the waters of social tasks to human and inhuman brokers alike. As such, it is no wonder mother and father still argue over the potential hurt of invoking Santa’s magic on younger children. The Elf on the Shelf, however, has not lived among our vacation traditions quite as lengthy. It’s less shielded from our distrust and revulsion – and maybe we really feel this way for good purpose.

For years, advertisers have been asking Nielsen to get rid of the paper diaries and rely on extra individuals meters. In 2006, Nielsen introduced it will get rid of the diaries, however as of 2014, this hasn’t happened [source: Adgate]. Is it a question of money? An absence of competitors and therefore incentive to change?