In the desktop browser, libbybrittain.tumblr.com and parislemon.tumblr.com look completely different. Different templates, layouts, colors and identities.
In the mobile browser, however, this personalization disappears — completely. The two blogs look identical.
That's because Tumblr, WordPress, et al. churn out websites designed for the desktop browser. They're pre-iPhone platforms that have no choice but to show you (imprecise) adaptations on your mobile screen.
What would a mobile-first publishing platform look like? If the laptop-view was an adaptation?
What would its blog templates look like? The compose UX? Editing tools and feedback mechanisms?
Most importantly, would it be compelling?