This is a bit of a new comment and a reply to Jeff's comment above...

Mobile is definitely an important market that WordPress.com and Automattic need to be playing in, but the idea of a total mobile first approach is a bit out of line with how most people use WordPress.com and WordPress itself for... content.

Sure mobile devices are a component of that but if the future of WordPress.com is primarily mobile driven I fear for the future of content.

Why? Because the last device I want to use to create really good content beyond simply posting a beautiful photo would be my iPhone. The thought of writing long form content on my iPhone makes me cringe and ultimately I just wouldn't do it.

If the future of WordPress.com content is short form, which is what is ideal for creating on mobile devices, than i'm not sure that is a good thing.

The mobile apps are absolutely important but I don't think what WordPress and WordPress.com does is something that should be looked at as being driven by mobile first. It should be one component of many.

I don't know about you but some of the best content I read regularly is long form content and it's not something that lends itself well to tapping it out on your mobile phone.

I do like how the WordPress app is evolving though. It's coming a long way and i'm sure it will continue to get better. But WordPress is a platform that is much bigger than mobile.

As for the videos, I agree that it makes WordPress.com look like it's Instagram. The SquareSpace video is brilliant. They did have the advantage of it running a minute long, but even at a shorter length it gets the message across much better.