There’s a lot of “not so much” going around.
Bank of America tells a home truth. (Oakland, San Francisco)
Scott, Cole & Associates, an Oakland law firm. (Apologies for the blur.)
Adimab “offers the first fully integrated yeast-based human antibody discovery and optimization platform.”
“Not so much” is relatively new in advertising—and especially in ads for industries as traditionally conservative as banking, law, and basic science.1 But “not so much” to mean “not at all”2 has been part of US slang for at least of couple of decades. It’s usually employed as an independent tag, but occasionally shows up as a lead-in to a sentence, as in a Christian Science Monitor headline from last December:
Mortgage relief? Not so much from Obama program.
Where “not so much” came from is anyone’s guess, but how it spread—well, that’s the focus of an entire field of inquiry.