Tumblr Screws Hipster Underclass to Appease Hipster Overlords at Pitchfork Maureen O'Connor · 02/17/10 02:56AM And by "screw" I mean "forcibly reassign a subdomain," which is basically disemboweling a blogger's very soul because it changes his web address and renames him. Worse than the subdomain swap, however, is how childishly Tumblr handled it.