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We've certainly been paying a lot of attention for good reason. I think you've hit on the notion that not all micro media is managed the same way and that's where we see differentiation becoming more and more important.
As a good example :) I'll point to our new app Lil'Grams which is, as someone described it today, Tumblr for Parents.
http://www.socialtwister.com/2007/10/31/unveili...