I see a "sizzling hot" deal as a deal so good that you would consider a previously unplanned trip around it. Around 30% off "regular" price to Israel is not worth more than the MS IMO, many people can pay the equivalent, or less, by booking with miles.
I guess its a matter of perspective then, b/c at $638 for any trip on practically any date, it did make a difference for us.
After seeing that deal we thought about going to Israel for Sukkos for the first time ever as a family when the tickets were $640 (right now the AA-LY fare is $3,000 R/T).
We did not pull the trigger in the end, but since air fare deals on the main page quickly get pushed down by other product deals, paid advertisements and notifications, I am hoping that the mods will reconsider posting deals like the AA $638 deal on the sizzling thread,