I will suggest that there is a fundamental difference between deliberate and non-deliberate metaphor use, which hinges on attention. Then I will address the most important implications of Deliberate Metaphor Theory (DMT) for research on Conceptual Metaphor Theory (CMT) and suggest that the experimental evidence in favor of CMT can be (a) reinterpreted as evidence for DMT and (b) given alternative explanations from the perspective of DMT. The CMT approach to metaphor may be less secure than is held by many, while its refinement and extension in DMT leads to new predictions about the diverging behavior of two groups of metaphor that were not distinguished in these terms before, deliberate versus non-deliberate metaphor.