When I looked at my FICO, I had 5 hard pulls, all from Chase. Maybe Citi, Barclays, and Amex were going to other sources.
My FICO is down about 30 points in the past 18 months (805 to 775) with no other discernable changes than CC apps, although it's probably both AAOA and hard pulls.
I am thinking of giving it a break for a while though. IIRC hard pulls stay with you for two years, and I got into this big-time in late 2011 for myself and early 2012 for my wife. I've been through all the serious cards, a few more than once - Amex Biz, Plat, PRG; United/AA/US/DL, Chase CSP and Ink, FL and WN. Well, "serious" by my standards, cards where I have a serious use for the points.