Sign o'the times

One of our local pubs, The Tolbooth, has this sign up indicating it's festive period opening.
Is it worth opening at all?
I mean for half an hour.
Is this the ultimate definition of " A swift half"?
During it's non festive period opening the sign actually states that it is open from mid-day until 1230p.m.
Which as everybody knows is afternoon, not early morning.