Personally, I don't agree with this trend. The new baby is the gift....
And the baby's gifts? Well, life isn't fair, and I don't think you do kids any favours by always making things "fair". Everyone needs to learn that the planets don't revolve around their pretty little head, kwim?
Now, I don't mean this in a mean way. Please don't take it that way. I always just praised my older kids for being my "big helpers" when a new baby came (fetching diapers etc, making bottles, and so on....), and showered them with lots of love....I bottle-fed, so maybe that made things easier, b/c someone else could feed baby while I did something with older sib....
One thing I
DID do was to
NOT be the one carrying/holding the baby the first time the older sibling(s) saw me and the baby....I had my arms available for them. I think that made a good "first impression" for them....Mommy still had arms/time for them, kwim?