Import your photos and video, chooseatheme and soundtrack, click finish and the software does the rest, generating a professional-looking movie complete with special effects.
There are over a hundred background themes to choose from in the Theme Garden, a queue option to line up future blog posts with the ability to choose the date and time the next post will get published, and an entire language running rampant invented by Tumblr users.
Hillary Clinton invited supporters to help choose her theme song, and the Democratic Senatorial Committee is running a contest to design a new bumper sticker.
It seems there can be no good days for Oscar Pistorius right now - just variations on atheme of grief, and anguish - whatever version of the events in that now famous bathroom you choose to believe.