It's now 6 years later, and this movie is still one of Hallmark's all-time greats! Even with the embarrassing product placement, I watch it every year and still love it.
As far as Mitch's cluelessness goes, the movie establishes he is the "latest, greatest" small-town overnight phenomenon who develops an instantaneous following. While the viewers know Maggie is crushing on him, he only has vague memories from 10 years before of giving her a ride home in a snowstorm. In spite of his past "radio-dj" experiences, the character seems humble enough not to assume that the closest person to him would be his Secret Santa. If there's a credibility-stretcher, it's that neither of the two protagonists would have found somebody else to love in the 10-year interval. But that's par for the course with Hallmark.
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