To help move researchers away from heuristically dismissing “small” effects as unimportant, recent articles have revisited arguments to defend why seemingly small effect sizes in psychological science matter. One argument is based on the idea that an observed effect size may increase in impact when generalized to a new context because of processes of accumulation over time or application to large populations. However, the field is now in danger of heuristically accepting all effects as potentially important. We aim to encourage researchers to think thoroughly about the various mechanisms that may both amplify and counteract the importance of an observed effect size. Researchers should draw on the multiple amplifying and counteracting mechan...