Birthdays and gifts

I went to a birthday party last night and as the kids were opening their presents I was reflecting on what was happening as they opened their gifts. One of the moms was encouraging the child to open his gifts as fast as he could instead of allowing the child to open them at his leisure giving him time to enjoy and explore what he received. It seems we are training our children to keep looking for more stuff instead of allowing them to enjoy what they have. I have no doubt he would have opened them all eventually, but I couldn't help wondering what that would look like and what impact it might have for him to have been allowed to savor the moment of discovering a new toy, playing with it, and enjoying what he had before moving on to other things.