diff --git a/activity.go b/activity.go
index 5624b02..432b8be 100644
--- a/activity.go
+++ b/activity.go
@@ -997,7 +997,7 @@ func rubadubdub(user *WhatAbout, req junk.Junk) {
 	j["published"] = time.Now().UTC().Format(time.RFC3339)
 	j["object"] = req
 
-	deliverate(0, user.ID, actor, j.ToBytes())
+	deliverate(0, user.ID, actor, j.ToBytes(), true)
 }
 
 func itakeitallback(user *WhatAbout, xid string, owner string, folxid string) {
@@ -1016,7 +1016,7 @@ func itakeitallback(user *WhatAbout, xid string, owner string, folxid string) {
 	j["object"] = f
 	j["published"] = time.Now().UTC().Format(time.RFC3339)
 
-	deliverate(0, user.ID, owner, j.ToBytes())
+	deliverate(0, user.ID, owner, j.ToBytes(), true)
 }
 
 func subsub(user *WhatAbout, xid string, owner string, folxid string) {
@@ -1033,7 +1033,7 @@ func subsub(user *WhatAbout, xid string, owner string, folxid string) {
 	j["object"] = xid
 	j["published"] = time.Now().UTC().Format(time.RFC3339)
 
-	deliverate(0, user.ID, owner, j.ToBytes())
+	deliverate(0, user.ID, owner, j.ToBytes(), true)
 }
 
 func activatedonks(donks []*Donk) []junk.Junk {
@@ -1340,7 +1340,7 @@ func sendchonk(user *WhatAbout, ch *Chonk) {
 	rcpts := make(map[string]bool)
 	rcpts[ch.Target] = true
 	for a := range rcpts {
-		go deliverate(0, user.ID, a, msg)
+		go deliverate(0, user.ID, a, msg, true)
 	}
 }
 
@@ -1375,13 +1375,25 @@ func honkworldwide(user *WhatAbout, honk *Honk) {
 		}
 	}
 	for a := range rcpts {
-		go deliverate(0, user.ID, a, msg)
+		go deliverate(0, user.ID, a, msg, doesitmatter(honk.What))
 	}
 	if honk.Public && len(honk.Onts) > 0 {
 		collectiveaction(honk)
 	}
 }
 
+func doesitmatter(what string) bool {
+	switch what {
+	case "ack":
+		return false
+	case "react":
+		return false
+	case "deack":
+		return false
+	}
+	return true
+}
+
 func collectiveaction(honk *Honk) {
 	user := getserveruser()
 	for _, ont := range honk.Onts {
@@ -1408,7 +1420,7 @@ func collectiveaction(honk *Honk) {
 		}
 		msg := j.ToBytes()
 		for a := range rcpts {
-			go deliverate(0, user.ID, a, msg)
+			go deliverate(0, user.ID, a, msg, false)
 		}
 	}
 }
@@ -1708,7 +1720,7 @@ func updateMe(username string) {
 		}
 	}
 	for a := range rcpts {
-		go deliverate(0, user.ID, a, msg)
+		go deliverate(0, user.ID, a, msg, false)
 	}
 }
 
diff --git a/deliverator.go b/deliverator.go
index 75ac382..6f7a08a 100644
--- a/deliverator.go
+++ b/deliverator.go
@@ -72,7 +72,7 @@ func clearoutbound(rcpt string) {
 
 var garage = gate.NewLimiter(40)
 
-func deliverate(goarounds int64, userid int64, rcpt string, msg []byte) {
+func deliverate(goarounds int64, userid int64, rcpt string, msg []byte, prio bool) {
 	garage.Start()
 	defer garage.Finish()
 
@@ -99,7 +99,9 @@ func deliverate(goarounds int64, userid int64, rcpt string, msg []byte) {
 	err := PostMsg(ki.keyname, ki.seckey, inbox, msg)
 	if err != nil {
 		log.Printf("failed to post json to %s: %s", inbox, err)
-		sayitagain(goarounds+1, userid, rcpt, msg)
+		if prio {
+			sayitagain(goarounds+1, userid, rcpt, msg)
+		}
 		return
 	}
 }
@@ -162,7 +164,7 @@ func redeliverator() {
 					continue
 				}
 				log.Printf("redeliverating %s try %d", rcpt, goarounds)
-				deliverate(goarounds, userid, rcpt, msg)
+				deliverate(goarounds, userid, rcpt, msg, true)
 			} else if d.When.Before(nexttime) {
 				nexttime = d.When
 			}
diff --git a/web.go b/web.go
index ff0b0e7..9a5a67f 100644
--- a/web.go
+++ b/web.go
@@ -2287,7 +2287,7 @@ func apihandler(w http.ResponseWriter, r *http.Request) {
 		rcpts := boxuprcpts(user, r.Form["rcpt"], public)
 		msg := []byte(r.FormValue("msg"))
 		for rcpt := range rcpts {
-			go deliverate(0, userid, rcpt, msg)
+			go deliverate(0, userid, rcpt, msg, true)
 		}
 	default:
 		http.Error(w, "unknown action", http.StatusNotFound)