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The fact that Tumblr didn’t require user’s true identities, and that adult-oriented content permeated the platform, steered away potential advertisers.

But Yahoo was faced with an undeniable reality — the fact that Tumblr had never really managed to become profitable.

So you need your users to dox themselves in order to make money, which you do so in the most cancerous way possible aka advertising. I guess good sites are generally never going to be very profitable, but still it's a sad state of existence for the internet.

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Why didn’t they just run HRT ads?

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Meanwhile they could have just set up a subscription service, people were such diehards for the platform I could see it working out somewhat.

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