The main issue is not so much that advertisers view mobile ads as less effective.
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It is not so much that he scores goals but that so many of his strikes are simply spectacular.
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It is not so much that construction is now shrinking, so much as that construction remains in a shrunken state.
More probably, it is not so much that men could be extinct, as opposed to our family lives changing dramatically.
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It is not so much that short-selling rules were tightened last year: that merely brought Japanese regulations into line with America's.
It is not so much that nothing was achieved - it is more that no one is quite certain what will sustain.
It is not so much that I have buried my head in the sand and think that there are no cyber threats.
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Part of the problem is that we have these new members to cope with, because there is not so much that they bring it.
Given the uncertainty, the wonder is not so much that investors have taken fright, but that they piled into Cendant in the first place.
The problem with the manned space programme is not so much that it is an expensive waste of money as that it lacks a serious goal.
It is not so much that America is ungovernable, as that Mr Obama has done a lousy job of winning over Republicans and independents to the causes he favours.
What should disturb you about this vision of the future is not so much that a President Perry would try to bring Obamacare to an end as that is to be expected from any GOP contender.
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But the important piece of news here is not so much that Pinot Gris has an international identity crisis, but that, purely on its own merits, the grape has come to be cherished by wineries from New Zealand to Napa Valley.
It, too, is embellished, but not so much that we forget this is a skull.
But the difference here is that Senator McCain wants to make the case that he is not about so much winning black votes but winning white moderate votes, the swing votes that are going to be key to determining the outcome of the fall election.
It is not so much the law that needs to change as our thinking.
It is not so much capital flight that raises legitimate worry (although some despots remain haunted by that) as it is hot money coming in.
"Glad Rag Doll, " right down to that Victoria's Secret cover, is instantly Ms. Krall's best album and proves not so much that "Everything Old Is New Again, " but that the concept of newness itself has lately become very old.
Personally I suspect that it is not so much the IRS and the Tax Court that are choosing to be heteronormative and marriage-centric as it is the Code.
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Yet it is not so much the poverty itself that she struggles to cope with.
That is so much so that a large majority would prefer not to have the smoke close by.
At the other end of the spectrum from both Mr Ashbery and Mr Muldoon is someone like Sharon Olds, who writes poetry of sheer, unreconstructed pathos that is not so much autobiographical as autobiological about herself from the neck down.
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What is striking about the Obama technique is that it's not so much criticism as something closer to political obliteration, driving his opposition out of the political arena altogether.
So I think what's clear here, again, is that we are -- hold on, we are about to land -- what's clear here, again, is that we're focusing so much on an ad that has not run yet, that is done by an outside group.
So, it is perhaps not surprising that the Skylon venture generates so much interest.
But maybe that is not the point for a company that has so much money it can afford to have a few hobby products.
Here the issue is not so much secrecy as the fact that other, all-American anti-missile projects are backed by stronger military and industrial lobbies.
But many claim that is not so much an important tool for helping governments to manage the public finances more effectively, but more an elaborate accounting exercise.
As for the economic impact, so far there is not much sign that the latest share price falls have persuaded American consumers to draw in their horns.
In any event the sin in corporate pay is not so much its magnitude as the fact that it is often completely decoupled from performance, as Harvard law professor Lucian Bebchuk has documented.
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