Yes, I agree with this. Not every word from a pope is intended as being binding on people, at least on a one off basis. I would say, though, for those following the interview kerfuffle, frequent repetition is an indicator and this pope is repeating a few things a lot, and some of them are worrying to more than a few people. But, that is another thing. As far as religious submission I agree that it does not apply to every word the pontiff utters, but it certainly is not just attached to ex cathedra statements as was stated earlier. That is an all-too common mistake it seems to me.
It depends who you hang out with. In some circles, every Papal word from the current pope is treasured. There is a value in the hermeneutic of continuity.
I was sort of happy to discover in one of my classes today that none of the 16 or so 18-24 year-olds had even heard of Richard McBrien. The times, they are a changing.