Bloomberg Businessweek for Ello

September 30, 2014

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.

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