Yeah it's definitely primarily for kids and families these days, and largely set up as a media junket and promotional event. Targeting families is no bad thing in itself, but the way it's done now takes all the heat out of it and a chance to really see the best players properly go at it and show their skills in the heat of battle, rather than just in challenges or gimmicks.
The timing of it is slightly out too. With such a tough schedule now and all the money at stake there's a massive incentive for players to want as long a mid-season break at possible. So how it should work is pretty much every team plays on the Thursday, then the all-star players fly in to the host city Thursday night or Friday morning, promo and skills stuff happens Friday arvo and evening, the game/s happen on Saturday, and you're done. That way the selected all-stars all only get 2 days less off than everyone else. The scheduling and travel would be tight, but it could be done, and it's not like the players need a long time to get together and gel as teams - chat Friday, skate Saturday morning, and you're good enough to go. If the league did that, I reckon they'd have less issues with players not wanting to be involved.