Phosphorylation?

So, is phosphorylation (the act of putting a phosphate group on a protein, conducted by kinases) all that? Lots of people get excited over phosphorylation events... and there are even Serine kinases (kinases that only put a phosphate group onto serine residues), Tyrosine kinases (only onto tyrosines), and Threonine kinases (you get the idea). Sure, putting that big bulky negative charge onto a protein can change its conformation, its binding to other proteins, and thus can influence its signaling. But, I think it gets hyped up. That's my humble Friday morning opinion.