Tumblr's new feature

I’ve been spending a lot of time on Tumblr. 

The other day, I noticed this in my timeline:

It’s a screenshot of a post by BuzzFeed Chief Designer @Gleuch. It’s nothing special, just a gif of some homie (@gleuch himself?) roller blading by the camera. 
I couldn’t figure it out for a moment, until I scrolled up and found this:


Which is cool. Apparently Tumblr, in that slow grind to turning the awesome free services and products it offers into a monetised business, has introduced a super-low barrier to entry ($1/highlight) feature for its content-creating population. 

I’d like to know if anyone’s seen a measurable result. 
Let me know.