content: Way back when Google was "just" a search engine, Yahoo was the web portal. But with the rise of Slashdot/Digg/reddit/Voat, MySpace/Facebook and YouTube, that very concept's pretty much null and void, leaving just a huge amalgam of pieces that make no sense presented all together the way they once did. Still, with its portal business declining, where could it go? Yahoo's avoided the pitfalls that have laid so many other dotcoms low, but they all had a ready answer to something it doesn't: "What is Yahoo?" Once upon a time, the answer would've been "Yahoo! is everything", but of course that doesn't work any more. The purchase of Tumblr(and previously Flickr) might well represent the only path forward: transitioning from a self-defining web portal to an undefined conglomerate.