Success generally comes to those who enjoy making post after post, learning the audience and predicting what they will like.

If Yahoo can use this to its advantage — and it’s not clear that it can — it will be by staying out of the way. Tumblr users, from here on out, will blame every site change on Yahoo, in the same way that Instagram users assume every new app update came straight from the desk of Zuckerberg. But Instagram users know what Facebook is, and why they don’t want Instagram to become more like it.

So while Google is getting directly in front of consumers’ eyes, just millimeters away, the source of company revenue that’s making Glass development possible in the first place — advertising — can’t get close.