"Ello doesn't sell ads. Nor do we sell data about you to third parties," the company says.
Its "manifesto" states: "We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce, and manipulate -- but a place to connect, create, and celebrate life. You are not a product." . Ello's policy states that the practice of collecting and selling personal data and mapping your social connections for profit "is both creepy and unethical."
"Under the guise of offering a 'free' service, users pay a high price in intrusive advertising and lack of privacy."