We all have different frames of reference, and it becomes really critical: Is it big or is it small?
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But for someone so small, it is making it big name for itself.
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Sweden's big state works because it is Swedish, not because it is big, says Johan Norberg, a liberal economist.
While I am uncertain it is completely true that big box stores destroy main street, it is what you read when a big box store announces it is coming to town.
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But it is a big job -- 8 million jobs lost is a substantial number and it requires the focus and diligence of the President, of members of Congress, of other leaders in Washington and around the country to tackle because it is so big.
"At the moment there is no definition of a commercial loan that I know of.. and I think it is a big gap in the law that it is not there".
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And we may say, well, why is it a big deal whether a precinct is open on Johnson Street or on Smith Street.
"It is a big frustration and disappointment but I don't know how big a blow it is to our title chances, " he stated.
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That's fine, but that's not the big question facing the country, nor is it the big question the Democratic voters wanted addressed.
While it is a mature business, it is a big cash flow generator.
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The original machine, the J9 One Touch TFT, does have a couple of minor drawbacks, mainly that it is big and it is expensive.
If we find we are spending big money - and it is big money - and people don't use it, businesses are going to start asking, 'Why are we doing this kind of thing?
"New York was scary, because it is big, but it was very exciting, " Ms. Kiely says.
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And the reason it is so big is that it is supported by the power of metaphor.
Is it such big a leap to think consumer electronics beyond smart phones can be used for payments?
Once you get this figured out it is no big deal, but it seems weird and to make it worse, there are no markings or temperature indications at all.
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The course of action is clear when the recovery is robust, as it is in big emerging markets and rich countries far from the centre of the financial crisis.
But is it that big a difference?
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It is a big gamble for Mr Papandreou, who will argue that it is in Greece's national interest to support the deal, the BBC's Europe editor Gavin Hewitt reports.
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Republicans have justifiably worried that designating any firm as systemically important would encourage markets to assume it is too big to fail, making it cheaper for the firm to borrow.
Now, that sounds like a big number -- it is a big number.
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It is an important judgment - but it is not the big one, the ruling on US President Barack Obama's healthcare reforms.
We are not required to believe a self-serving declaration from a big accounting firm just because it is a big accounting firm.
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