"It’s not interesting to me to just make (users) laugh or entertain them,” said Price. “I want to set up little challenges and have them make things; have them go off, come back and throw it into the zeitgeist. To me, that’s what Tumblr’s about.” The ability to ‘make things’ is how Tumblr differentiates itself. Using the platform, one can be creative. “I’m hoping that what I can do is sort of trickle down and set a tone that this is a place of open, free expression. And creativity."