This is a a very fair point by cyle! I posted it on Twitter first without thinking and decided hey maybe on tumblr might want to have names to features, etc. Cyle is also right about the “dark UX” bit, I misspoke slightly. What I was trying to convey was that they were using previous known user paths to reinforce new features while users were clicking under the assumption they were still reaching the same destination. You’re right, not concealing, but still manipulating the user to do something that may not aid them. Obviously this is no hate to Tumblr or the UXers working on this site! Making money is essential to tumblr continuing to be viable, but I earnestly think this was not the way to go about it. Thanks to Cyle for his corrections. :)