Why do parents force their kids to see Santa Claus?

It creeps me out to see parents who take their child to see Santa Claus. Even though the baby or child is having a nervous breakdown, the parents continue to force the issue on their kid. It appears to me that the parents are not very considerate of their child's screaming and crying for the sake of a photo op to please friends and family. Is it worth all of the trauma and hle for the kid?