Not So Much

Have you noticed that people have been using the phrase, “Not so much” (as in “This one is great, that one, not so much”) a lot lately? I’m sure it’s because of Borat, but I wonder if all of the people who newly use that phrase know of Borat, of if it is just spreading by itself. I remember that the phrase “That being said,…” and “Having said that,…” became popular a few years back. You hear it these days all the time, especially at the workplace, but ten years ago, not so much.