OK, that's really interesting! I have only heard the vaguest of rumours about the deal, I'm obviously looking in the wrong places. I still don't think Tumblr actually has a business model, so I am intrigued (in a slightly terrified way) to see how Yahoo reckon they're going to monetize it. But it makes sense that they've bought it to use it, not to shut down a rival or poach the programming talent.