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Usually this means that the subject is something short of something else. What the something else is and how it falls short will always be known only to the mind of the speaker of the statement unless they spell those two things out. "It's just a message Board" may very well mean some thing like: "It isn't a chatroom," or "It isn't a Conference Committee in the United States Congress," or maybe "It isn't a G-20 Meeting in Pittsburgh," or even, perhaps, "It isn't a mad rush for the stage at the beginning of Dylan's set."
Still the problem remains, once we know what "it isn't," to figure out in what way it differs that makes a difference to the person communicating the comparison and, presumably, to the person or persons to whom it is communicated. In any case, if the context of the conversation doesn't supply these necessary additional definitions, the statement is essentially meaningless and fails in its endeavor to communicate anything of importance, however slight the importance was thought to be.
I typically charge for this type of analysis of communication failures, but consider this a payback for the years of enjoyment I've derived from this message board.
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Message Board 
