South Korean officials play it down, arguing that sometimes North Korea acts illogically for no apparent reason.
"Either the department does not realise the scale of the problems here or they are choosing to play it down, " he said.
Although, the star of the Irish version of "Dragon's Den" has been open about his past membership of Fianna Fail he has tried to play it down during this campaign, emphasising his independent position.
Even when news stories play it straight down the "he says, she says, " line, who, as a parent, are you going to believe: the company protesting that its toy, usually assembled in China, is just fine and dandy, or the "watchdog" group warning that it's frighteningly dangerous and waving a test to prove it?
That is the idea that if the administration was to play down the nature of the attack it would have to play down the response that is, if you want something to be a nonstory you have to have a nonresponse.
The last time it froze, holding down the play and menu buttons together for several seconds caused it to reset, and the familiar Apple logo appeared on the screen.
But I'm not fluent to the point where you can show me sheet music and I can sit down and play it.
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You expect that against a team like Gloucester that are very direct in their approach but I thought when we did get it down and play then we hurt them.
Now, with the cuts around the corner, it is trying to play down perceptions that the pain will be felt immediately.
The rain didn't help our style of play and when it started to come down the game should have been stopped and the wicket protected.
On Thursday, President Bush tried to play down the report, saying it was just a preliminary assessment.
In that kind of circumstance, I think the natural political instinct is to tread lightly, keep your head down, and to play it safe.
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The association representing hotel owners is trying to play down the strike, saying it will not cause serious disruption to business as occupancy rates are currently low.
Recently, it has become fashionable to play down that progress by pointing out that many of the new democracies have not gone beyond elections to build the other, essential, protections for liberty: an independent judiciary, equality before a well-enforced rule of law, and constitutional limits on the abuse of political power.
Several dynamics are at play, but in the end it always comes down to supply and demand.
But if handled poorly (ie, effectively requiring cash beyond the box price to play fully) it can certainly drag a game down.
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But even with all its shortcomings and sentimental fudges, there is something about McCarthy's refusal to lie down and play the victim that gives it a comic edge.
The BBC's Jon Leyne in Washington says the US administration has been careful to play down the significance of an Iraqi offer it views with deep scepticism, and President George W Bush has left the capital for the weekend without commenting on it.
Even then, many Vatican officials continued to play down the scope of the scandal, describing it as mainly an American phenomenon.
There seems to be a bit of an attempt to play down the Norman-Cameron spat, but it's symptomatic of fraying tempers and the erosion of the PM's authority.
The Bank tried to play down the bad news on inflation, ascribing it to the hike in indirect taxes in July's budget and (for the headline rate) the recent increases in interest rates.
And gas-fired generation will also likely play a role, as it can be quickly ramped up and down in response to the vicissitudes of wind.
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Either Tehran can decide to play the incident down and let the sailors go, or it could turn this into a full blown diplomatic crisis.
Sometimes, it comes down to people who just want to play.
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"Going into the last Premiership game before the two-week break in Europe, before we play Leeds at Christmas it will be great to get a win down at Gloucester, " said Biggs.
Truly gifted pupils may try to play down their differences or have them concealed by dyslexia, it adds.
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But it also comes down to the quality and style of play in the league, with a large contributor to that being how its referees call games.
Bosh had a dunk for a six-point lead, then made a jumper on a play that James started by running down a loose ball and flicking it between his legs for a save along the sideline for a 68-60 lead, what was then the biggest Heat margin of the night.
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