In 2012, the microblogging network became one of the top 10 most visited sites in the world, with an audience of roughly 170 million people per month—a dedicated userbase that includes everyone from President Obama and Beyonce to fandom communities and GIF artists. While Tumblr Storyboard—the company’s in-house editorial operation—helps spotlight and foster users’ creative contributions, the site’s simplistic interface drives the sharing of content, according to Lee Rubenstein, Tumblr’s seventh user and cofounder of art forum EatSleepDraw.”It is still very easy to use compared to Facebook,” he said.Yet, amid never-ending reports on potential buyers, long-term profitability, and advertising revenue, Tumblr’s future appears to be planned out in dollars and cents instead of notes—the internal mechanism that tracks how many likes, reblogs and comments a post has received — a sentiment furthered by founder David Karp recent Forbes profile.