K.O.
Santa brings one gift per child (much like in Polar Express). With so many children in the world - how would the elves have the time to make 10 gifts per children? ;-) When we went to see santa, they all told him their one gift wish and then stood there dumbfounded when santa said "and what else"? The older two (6&4) were so confused about the what else part they couldn't even come up with anything. Santa brought what they asked for: Chess set ($40), candy maker machine ($14), pink princess castle ($60), bucket of blocks ($15).
As far as the rest of their lists - family gets nearly everything. The younger ones haven't started asking for big gifts yet, but the older one did want an ipod touch or a ds. That came from mom and dad.