And not just the paper.

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The phrase “And not just the paper” suggests a focus on deeper meaning or substance beyond surface-level appearances. It implies that there is more to consider than merely what is written or presented in a literal sense. This could pertain to various contexts, such as literature, art, or even business documents, emphasizing the importance of understanding underlying themes, intentions, or implications. It encourages looking beyond the obvious and encourages a more thoughtful and nuanced analysis of the topic at hand, recognizing that true value often lies beneath the surface.