Concerted effort to shove it down our throats as fast and rapidly as possible. After all, not just a day, but an entire MONTH it is shoved down our throats each year now. It takes a LOT of slowly getting used to. It's a massive change - one that goes against the scriptures, the doctrine of the LDS Church and even nature itself.
Please give us some time to try to come to grips with this new " normal."