I see the tumblr culture is already present, congrats! Although I never personally used tumblr, my understanding is that more than features or functionality it was very much the culture that its users cultivated that made that site special.

I wonder if they just want some more data they can then sell off to others.

Looking at your profile, Lemmy itself seems to be saying your account is 3 weeks old. I don’t know what exactly is going here.