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Zkuq said:
RIP. It's going to take something really special for the service to recover from this, although I suspect this move was known to be risky and taken because, as far as I know, Tumblr hasn't been doing too well. That is, taking a new approach might be seen as a chance to turn the tide, as risky as it is. I really doubt they have what it takes to make this work though.

Seems like they're possibly doing this because of Apple.