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Not an actual users of Tumblr myself would love to know peoples thoughts on this who actually use it
Thanks for your comment Kerry,
You are right it is pushing that line, but it is no real difference from the way Facebook create link previews. The only difference being is the Twitter I think has done a better job of being able highlighting your content. Also it is worth noting that only the users who go to the effort to create these Twitter cards will be able to use/benefit from them.