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That's not far off the mark, Father Steve. I was taking off from puff piece, wherein the praise would be snarkily self-promoting.
puff piece - An approving or flattering article, as in That was really a puff piece about the conductor, written by her cousin. The use of puff for "exaggerated praise" dates from about 1600; piece was added in the mid-1900s. [AHD of Idioms]
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