When Tumblr, a lightweight blogging tool, became a media darling in 2010, with growth numbers that any analyst would see as a threat to WordPress, not much changed at Automattic. It was common to see P2 posts referencing trendy articles proclaiming the death of blogging and articles pointing to the rise of Facebook, Twitter, and Tumblr as ending the era of blogs—articles that rarely mentioned WordPress's continued growth, as those services frequently linked to the deeper content that blogs provided.
