It wasn't always, though. Apple has always tried to keep things family friendly, requiring apps like Tumblr to block certain search terms with complicated filtering features so NSFW would be hidden. At one point, users searching #gay would find no results do the new rules. Four years ago, Tumblr wrote that their goal was always "empowering your creative expression is the most important thing in the world to us. Making sure people aren’t surprised by content they find offensive is also incredibly important and we are always working to put more control in your hands." With this new update, they have, which should make a lot of users very happy.