"You should say, 'Listen, I don't want to make a big deal of this, but I want you to know I embarrassed myself and this isn't like me, ' " Ms. O'Neill says.
That is, if we use business surveys to make a big deal of what people think about the general state of the economy, are we simply making news out of what people see in the news?
"She wrote to some of her friends that she was sort of holding her breath waiting for the announcement ... but she didn't make a big deal of it, quite frankly, until she got it, " he says.
He didn't make a big deal of it, though he did coach Commissioner Stern on the proper way to strap his sporran, the pouch traditionally worn over the front of the kilt that contains one's wallet and car keys.
Sometimes we make a big deal out of a processor and its innards, while other times we barely mention it.
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That is partly because Mr Obama's campaign, perhaps foolishly, chose to make such a big deal of the virtues of their candidate's character.
Didn't make a big deal out of it, but just sort of said, listen to when you're hungry, and when you're full, stop.
If, on the other hand, his experience is isolated and all is well otherwise, I wouldn't make a big deal out of it -- especially given the Sudafed exposure.
Some would have argued it was too soon to make such a big deal of the shortest form of the game, but after Wednesday night, there is little doubt that we are on the verge of cricket's version of a Twenty20 tsunami.
Describing Turing as one of the "great minds of the twentieth century" he said that staff at the organisation had demanded that he make "a big public deal" of Turing's legacy as part of celebrations marking the centenary of the codebreaker's birth.
Do you really think that this would make that big of a deal?
It's hard not to notice when two of the biggest companies at a show use it as a platform to make a big deal about 65- and 55-inch versions of previously announced 84-inch sets.
Not a big deal: Studios make most of their money from DVDs in the first three months, anyway.
But as long as Obama and congress can make a deal, the next big question is which vision or visions of the pharmaceutical business will play out.
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Often over the coming years, the exact opposite of compromise, difference-splitting and cosy half-measures will be needed to deal with a debt crisis big enough to make even the drama of the past week look like a frivolous sideshow.
"This is a real big deal because now hundreds of millions of Gmail users can make phone calls right from their Gmail page, " Craig Walker, product manager for real-time communications told BBC News.
My take: all this saber rattling about high royalties and windfall profits taxes is designed to scare the minnows out of the water and clear the way for the government to make a development deal with the big guys who have the balance sheet and know-how to get the job done.
It's even more chaotic for Big Lots, which must be able to make a deal on the fly and receive huge shipments--270 trailers of Mead paper supplies, say--within days.
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