i'm grunglin'

she/her

[adastrabbit]

fucking the everything bagel for everything

[eategg24]

everything? including war?

[adastrabbit]

fucking the war bagel for war

[mangue-manguezal]

Death feigning beetle larvae also feign death

[tekunoraizu]

aaaah i’m dead and i’m a baby ahhhhh

[blorbo-posting]

[dykecinema]

[one-time-i-dreamt]

And why did the value plummet, Marissa? Why did it plummet?

[red-mercer]

Would like to know how exactly she wouldn't fuck up Netflix or Hulu

[sreegs]

Yahoo thought Tumblr would be the next PDF

Yahoo’s grand plan for Tumblr was to turn it into a “next-generation PDF”

They didn't really get it.

[noctumsolis]

What does that even mean? PDF as in Portable Document Format?

[sreegs]

i cannot stress enough that i dont think yahoo even knew what a pdf was

[virdigrishammer]

you left out the best part of that article. the poor yahoo emplyees at those meetings were just as confused as the rest of us.

[ralfmaximus]

Everyone is right to dunk on Yahoo and "tumblr is the new PDF" because yeah, everything about that era was stupid.

But the PDF thing kinda makes sense. Bear with me.

But first, some context.

See, in the 1990s before PDF files there was almost no way to generate a document on a Mac and read it on a PC. Or vice versa. Businesses struggled with how to email important documents around and guarantee they looked the same on the other end, regardless of what computer & software the recipient had.

Adobe changed all that with PDF.

Since Acrobat Reader was available (and free!) for Windows & Mac, suddenly the problem went away. Everyone knew how to read a PDF. Adobe became a universally recognized brand overnight even if you'd never heard of Photoshop, because everyone had goddamn Adobe Reader installed.

Because of that, every tech company yearned to be just like Adobe: invent something universally desired, used by billions of people.

Fast forward to a Yahoo/tumblr meeting sometime in 2013/2014.

Tumblr development staff demonstrates how the back end of tumblr works, which (honestly) is revolutionary as compared with how any other social media site worked at the time. Each tumblr post is composed of blocks of data, any one of which can be text, sound, an image, a movie... anything. These blocks of data are threaded together into what looks to the user like one cohesive message (a single tumblr post) but under the hood it's magic.

Further, the mechanism for doing this can be standardized. In other words: tumblr could, if they wanted, publish the standard as a way for ANY social media site to manage its data.

If other sites did that, then they could trade messages with tumblr! Imagine posting a message on tumblr and reading it on Instagram. Or see twitter messages natively on your tumblr feed. I mean personally, that's a horror show. But the concept is interesting.

(In fact, that's how Mastodon and the Fediverse work in 2025. Each Mastodon post is a standard chunk of data that any website can read & display, assuming it understands the underlying ActivityPub protocol and plays by its rules.)

So the Yahoo executives attend this technology demonstration and one of them quite visibly has a light bulb wink into existence over their head. The light bulb is an old school incandescent, 300 watts at least, and glows furiously bright.

The Yahoo exec stands up. His chair knocks backwards.

"OH MY GOD," he stammers. "This tumblr thing could revolutionize social media. It'd be like the new PDF!"

Then blood shoots out of his nostrils and his head explodes, but all anyone ever remembers from that meeting is "PDF".

@sreegs or @cyle or @jv can probably explain it better, but that's what I remember hearing at the time. Please feel free to correct me.

[cyle]

the details here aren't correct, but as i've said many times, yeah, the PDF thing was in direct response to the Neue Post Format, which is how post and reply content is stored on tumblr. it's not as dumb as it sounds. (without that context, it does sound dumb.)

[hugtheteadrinkthekitten]

Can't believe over a decade later we're finally getting an explanation for the PDF thing.

[rainbowgod666]

TEN

FUCKING

YEARS

[vettir]

Anyways, they fucked it up because they brought unnecessary censorship onto the platform, and killed a lot of the draw for it.

[charl0ttan]

the main issue with problems is how bad they suck. but what if there was a app that let you bet on child surgeries

[kushblazer666]

[daco-showman]

I fucking hate the elf forums fuck my life

[skulkingthing]

white girl SHOCKS nonbinary barista by fucking the coffee machine

[medievaljournalist]

it's easy for me to tell who is possessed by dark spirits and who isnt

[thecactifindahome]

[dobism]

[mijacoge0]

im always quoting this tweet and am shocked and appalled that it has under 5k likes

[epiphainie]

people get so mad when you tell them that their lowbrow entertainment they enjoy is actually lowbrow

[epiphainie]

everyone wants their self-indulgent romantasy to be considered high literature and whatever new mainstream pop boy/girl to be treated as the next beethoven and their gay fluff show on streaming apps to be revolutionary art changing the world and like, they're not. and that's okay. i'm literally watching the stupidest show right now and it's fine. it doesn't have to be more.

[epiphainie]

there's also the argument of how pop culture used to be the trickle down from high culture for the longest time but now it's an ouroboros eating itself as access and willingness to engage with high culture have been systematically destroyed and diminished through the last decades so your popcorn flick moviemaker now only gets inspiration from other popcorn flicks when their foreparents used to actually read literature and see art of all kinds and your pop musicians used to listen to all sorts of new and old music rather than just their contemporaries/competition and maybe this absence of any sort of culture outside of our easy algorithms is why everyone's so defensive of what they passively consume and so attached to it as a part of their identity but that's a discussion for another day

[sunburnt-brian]

[normal-horoscopes]

[boywrencher]

[biocrafthero]

[thefleetingflashofa-sword623]

I keep hearing nearby footsteps but theyre not of humanoid gait so i pay them no mind cus all beasts are friendly towards me due to rapport ive built with various animal clans

[partywithponies]

Fascinating how what's considered feminine and what's considered masculine can change over time. The rebranding of being a horse girl into being a stereotypical feminine girly trait needs to be studied.

[partywithponies]

Look at classic children's novels. As recently as the 50s and early 60s, being obsessed with horses as a girl was depicted as strange and tomboyish, and the very concept of being obsessed with horses from early childhood and loving toy horses and desperately wanting your own horse being a "little girl thing" and not a "little boy thing" would send someone from the 1800s and earlier into a coma.

[partywithponies]

There's maybe a point to be made here somewhere about how when keeping and riding horses stopped being necessary to the functioning of society and became a more "frivolous" thing, it was rapidly rebranded as silly and girly and for women, but what do I know.