Ello, a new social media site, has caught the attention of many discontent social media users who are frustrated with the lack of privacy and control associated with Facebook. The article explains how the business models for websites such as Facebook are plagued with advertisers who track every post and every photo in order to collect data and post more advertisements. However, Ello is free of advertisements and, more importantly, does not sell personal information to third-parties. Users are not required to sign up with their real names and have the option to choose how much information they share with the site. This new business model also features a “freemium”-type function where users can use the original site for free, but have the option to pay a one-time fee to download special features and add-ons. This would act as a replacement revenue for advertisements. From personal experience with sites like Facebook, I find it very frustrating that any content I post is automatically owned by the site and that I have no control over where it goes or who it goes to. The fact that Ello is private and protects its users rather than selling their information is extremely appealing and a very important value proposition. This is a very clever approach to the overall issue of privacy within social media, and I believe it has the potential to expand and become more well-known within the social media world.