One in five women over the age of 18 who regularly use the internet is on Pinterest, which had an estimated 23 million users users as of July. It also has an overwhelmingly female audience; around 60 percent of visitors to the site are women. And the site is only growing: between July 2011 and July 2012, 22 million users joined. Since Pinterest stopped requiring an invite to become a member in August, that number is only increasing. But the site's popularity highlights an uncomfortable reality: Pinterest's user-generated content, which overwhelmingly emphasizes recipes, home decor, and fitness and fashion tips, feels like a reminder that women still seek out the retrograde, materialistic content that women's magazines have been hawking for decades — and that the internet was supposed to help overcome. This isn't where the internet was supposed to take us.