“CHRISTMAS is at our throats again.”

That was the cheery yuletide greeting favored by the late English playwright Noël Coward, commemorating the holiday after which he was named. Less contrarian were the words of President Calvin Coolidge: “Christmas is not a time nor a season, but a state of mind. To cherish peace and good will, to be plenteous in mercy, is to have the real spirit of Christmas.”

Which quotation strikes a chord with you? Are you a Coward or a Coolidge?

If you sympathize more with Coward, welcome to the club. There are many more of us out there than one might expect. A 2005 survey by the Pew Research Center found that more than half of Americans were bothered “some” or “a lot” by the commercialization of Christmas. A 2013 follow-up confirmed that materialism is Americans’ least favorite part of the season.

Call it the Christmas Conundrum. We are supposed to revel in gift-giving and generosity, yet the season’s lavishness and commercialization leave many people cold. The underlying contradiction runs throughout modern life. On one hand, we naturally seek and rejoice in prosperity. On the other hand, success in this endeavor is often marred by a materialism we find repellent and alienating.

On a recent trip to India, I found an opportunity to help sort out this contradiction. I sought guidance from a penniless Hindu swami named Gnanmunidas at the Swaminarayan Akshardham Hindu temple in New Delhi. We had never met before, but he came highly recommended by friends. If Yelp reviewed monks, he would have had five stars.