Ello claims: “Your social network is owned by advertisers. Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are the product that’s bought and sold. We believe there is a better way.” Nicole Lee comments: “In my first few hours with it, Ello feels a lot more like Tumblr than either Facebook or Twitter, but even that is not an accurate comparison. … On the whole, Ello is just very different from any of the other social networks I’ve seen. You can move people between two streams: Friends and Noise. The Friends stream features large photos and long-form text, while the Noise feed is a fluid grid layout designed for browsing information quickly. So the folks you’d add to your Friends stream would be people you’re really interested in, while Noise is just for quick news consumption. Similar to Twitter, you don’t have to follow someone who follows you and vice versa. In fact, by default, Ello is completely open and anyone can follow anyone else. That openness has resulted in the first big criticism against Ello: It doesn’t have any privacy settings. So if I want to block someone or flag inappropriate content, I can’t.”

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