Interesting, thanks. I've always been a fairly "heavy" (vs other people) user of the emdash after a high school english teacher made us use one in every paper to learn how they worked (along with a colon), and I've been a fan ever sense.
The "it's not ... it's" phrasing though definitely stands out as a bit odd when repeated.
The "it's not ... it's" phrasing though definitely stands out as a bit odd when repeated.