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If you don't understand why the Tumblr aquisition is a big deal, these two pages will help you understand the historical and societal context.
My favorite part of this short piece is on the second page when it talk's about 'improving' Tumblr and that many users will not want it to be 'improved' They found and stayed at Tumblr because it is different. They don't want semantic search. They don't want an audience. They want to share their ideas and their art. They don't want to be scaled.