LifeSlices: Not so much

Okay. When was it decided that “not so much” would be the default phrase to describe any lesser opinion of anything? It seems like I first heard this about a year ago, and now it’s every friggin’ where. To be annoyingly precise, the phrase has to appear at the end of a sentence, or more commonly, at the end of an interrogative.

Do you like apples? Not so much.
I played the guitar every day once, but now? Not so much.
Cowboys, yes. Patriots, not so much.
What do you think of Mildred? Not so much.
Those carrots taste great, but the beans, not so much.
I like First Class but coach? Not so much.
That drink is great cold, but warm? Not so much.
I loved that book until the ending, then, not so much.
Yes or no; did you like the soup? Not so much.
She’s a great writer, but her opinions? Not so much.
I used to enjoy a big meal, but now? Not so much.
Waffles? Yes. Pancakes? Not so much.
Did you like dinner? Not so much.

I hear this everywhere now, and very often among sports announcers and analysts. For all I know, it’s a part of the playbook for those who wish to be considered cool. Nobody gave me one, however, which suggests something very unpleasant — that I’m not among the cool.

Most things, I can take or leave, but this?

Not so much.

Comments

  1. I think this phrase is used when a sense of apathy is the desired effect. A clear expression of dislike can have consequences, but “not so much” implies a sort of vague preference. No dogmatism. None of the risk inherent in actually taking a stand.

  2. If that’s the case, then we’re turning into a culture of apathetic morons. No. Wait. We’re already there.

  3. Looking at the duly elected occupant of the White House, I can give you no credible argument to the contrary, sir.

  4. personally, i prefer the “…not!” construction.

    you might like this link below. or, perhaps not so much…

    http://www.azcentral.com/ent/pop/articles/1031catchphrases1031.html

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