Read here:
http://en.wikipedia.org/wiki/Ello_(social_network)
It became popular after an incident in which drag queens in San Francisco refused to use their real names on Facebook.
Ello states explicitly that they have no advertising, will not sell personal information, respect users' privacy, oppose hate speech, and allow porn (but not child porn).
Ironically, Facebook has more much porn than Ello and before Facebook became popular with prudes who believe in Big Brother, Facebook was porn-friendly.
