I pulled out 23D “_ vez” (“Again,” in Valencia): OTRA because years ago I got a Sierra Nevada Otra Vez-flavored lip balm. My local favorite bar used to have tap takeover where a brewery rep would send a bunch of special runs of beer for the night for the bar to feature, and the reps would bring pint glasses or other giveaways. I still have the Otra Vez lip balm, and I offer it to Calah whenever she asks me to grab her lip balm for her. She hates everything about this lip balm other than that it works. But she’d rather her lips fall off than be anywhere near this stuff.

Theme!

17A Jovial seasonal mood: CHRISTMASSPIRIT.
22A Cost of not doing business, maybe: LOSTOPPORTUNITY.
51A Why everyone loves a good train wreck: MORBIDCURIOSITY.
57A Uniquely American cleverness: YANKEEINGENUITY.

36A NASA endeavors whose vehicles can be found at the ends of 17-, 22-, 51- and 57-Across: MARTIANMISSIONS. Spirit, Opportunity, Curiosity, and Ingenuity all were missions.

Finished this one in 17:36.