Ello Goes Against the Social Networking Grain By Declaring Users 'Not a Product'

It seems like when you’re a network as big as Facebook or Twitter, everyone is trying to knock you off your perch. Brash young startups constantly come out of the woodwork, claiming to be the next Facebook. But Ello is taking a slightly different route — hoping to dethrone the biggest social network by being the exact opposite. Not through an aggressive push, but through an empowering product.

The project certainly had secrecy in its DNA – there aren’t even any screenshots of the network.