For the last couple of years I’ve seen increasing use of the idiom “not so much” used as a comparative. Typically the sentence is structured something like “I like watching hockey. Football, not so much.”
The true meaning seeems to be damning with faint praise, where “not so much” is pronounced with a smidgin of dismissive contempt and the intended meaning is closer to “football sux” than “football is less interesting than hockey.”
Where did this come from? Who or what first popularized it? When?