The Answer Is

In the past, receiving a new Memory had always been an important and memorable event for Sunny. After all, with his advantage in deciphering the secrets of their enchantments, Memories were one of his most powerful tools. Sunny relied on his soul arsenal a lot. 

However, as time had gone by, the importance of the Memories lessened to a large extent. Of course, he was still reliant on them — but these days, most of the rewards he received from the Spell were either too weak for his level of power or inferior to something he already possessed.

With rare exceptions, their worth lay mainly in expanding his repertoire of weaving and serving as fuel for the evolution of his Shadows. 

So, getting a new Memory was not as memorable an event as it had been before.

…Still, it was not to the extent that Sunny could forget receiving one. 

'What the hell?'

He seemed to be saying this phrase a lot recently.