SANTA - Do you think telling kids that there is a Santa is a huge lie?

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I remember believing in Santa with all of my might as a small child and being completely crushed when I discovered on my own that it was a lie. Then I was forced to help my folks continue the game for my baby brother's sake until he was old enough to be told and then he cried about it. GAH...!! I don't know if I'll be able to do that to my kids...it's a fun tradition, but how do you break it to them gently when they are old enough without looking like an a**hole for lying to them like that?!! Ideas folks??....