Fluff - dictionary definitions - thought we were spending so much time determining if the share reduction was fluff, we should define the term.
Fluff (noun)
1. light, downy particles, as of cotton.
2. a soft, light, downy mass: a fluff of summer clouds.
3. something of no consequence: The book is pure fluff, but fun to read.
4. an error or blunder, esp. an actor's memory lapse in the delivery of lines.