That may be what Cory meant. AFAIK, the turn of phrase comes from Hamlet - Polonius is talking to Ophelia about Hamlet’s professed love for her, and basically uses the metaphor of a fire that gives more light than heat - i.e. Hamlet’s words sound impressive, but he doesn’t really love Ophelia. Of course the meaning of words and phrases can change over time, but I’ve always taken it to mean style>substance.
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