Word on the street has it that Ello is picking up new users in droves due to its policy of no ads and no sales of user data. I seem to remember that someone here billed FB as a new paradigm, and rubbished Fourgee's assertion that FB was just a fashion that would go the same way as MySpace, Friends Reunited etc. etc. The thing about any mass phenomenon like this is that when the suits try to "monetize" it users are quick to cotton on to the fact that they are being exploited, and that their own time is valuable too. If I were a FB stockholder I'd see this as the writing on the wall.