The Ello website
Social networking upstarts come and go like the weather these days. Everyone wants to unseat Facebook (FB),
but few have that special combination of technical prowess and viral
appeal to lure away even a fraction of its 1.3 billion users.
Ello,
based in the unlikely conclave of Burlington, Vt., hopes it’s a little
bit different. Since beginning a limited beta test in August, the site
has been deluged with requests from prospective members, particularly
those upset by Facebook’s ubiquitous advertisements and insistence on
the use of people’s real names.The site, which is still invite-only, looks like a cross among Facebook, Instagram, and Tumblr (YHOO). It’s spare and white, with plenty of space given to photographs. Users can designate each other as ‘friends’ or move contacts into