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Marissa Mayer’s Yahoo continues to make me excited about the future of the web.  I want another big, competent player doing cool things on the web to serve as a counterweight to Google.  “Pure” is another example of Yahoo becoming just that.  The description of the pure efficiency of this code is pretty awesome:

Pure is ridiculously tiny. The entire set of modules clocks in at 5.7KB minified and gzipped, without forgoing responsive styles, design, or ease of use. Crafted with mobile devices in mind, it was important to us to keep our file sizes small, and every line of CSS was carefully considered. If you decide to only use a subset of these modules, you’ll save even more bytes.

Beyond this obsessive level of optimization, “Pure” may also meant that we should expect Yahoo properties to soon be united by a common design language.  This was one of Mayer’s biggest accomplishments at Google and something that Yahoo is lacking now.

Along with this design language, I’d love to see Yahoo put some serious developer weight behind their login system, which is currently frustrating and broken.

I’m very bullish on Yahoo becoming a more coherent company under Mayer. Revitalizing Flickr and acquiring Tumblr seems to place emphasis on creators and content, something that is already a Yahoo strong suit. Bringing real design sense and an increased emphasis on technological innovation to bear on that content, could result in some really cool products and services.

There are few companies working on content and technology right now, but with Netflix and Amazon now producing content and HBO creating apps, uniting these two industries that were formerly needlessly opposed to on another, may be what’s needed to push the web, and media consumption overall, forward.