The Big 4 agencies are becoming the Big 3! A “landmark” deal! Bryan Lourd’s declaring war on Ari Emanuel! It’s hard to look at the reactions to Monday’s news that Creative Artists Agency is acquiring rival ICM Partners and not feel like everyone in Hollywood has become a bit hyperbolic.

Sure, the former world’s largest talent representation company, which had been stripped of that title by Emanuel’s William Morris Endeavor and its M&A-first strategy, is adding some top agents and star clients, and expanding its presence in the book world and international soccer, thus reclaiming its title as the world’s largest talent representation company. And after years of watching WME pull off the IMG merger, snatch UFC away from other suitors, morph into Endeavor, and take the whole thing public this spring, CAA’s Lourd, Richard Lovett and Kevin Huvane now have something shiny and new to talk about. The rest of Hollywood is consolidating and bulking up in the face of domination by tech companies—and so, they can say, is CAA. Disney’s Bob Chapek won’t return Lourd’s phone calls? Well now, in addition to a lawsuit over Scarlett Johansson’s Black Widow pay, Chapek will have to deal with CAA on Samuel L. Jackson’s next Avengers deal. Michael Ovitz would be proud.