much cry and little wool

much cry and little wool -- шуму много, толку мало

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"Cry" here has the sense "shouting"; mediaeval traders "cried their wares" in the streets. The expression means that a lot of noise and fanfare is being made about something that actually has little substance or importance.

cf
much ado about nothing
[mountain has brought forth a mouse]

[great barkers are no biters]
[empty vessel makes the greatest sound]
[put your money where your mouth is]
[пустозвон]
[понты]