The Ello site leverages Facebooks real-name crackdown.
"The site really took off a week ago, after Facebook started cracking down on its real-names policy. Ello—whose manifesto, declares “you are not a product” and is fine with aliases—rolled out the welcome mat. “Some people live in places where if you’re out, it can be quite dangerous,” Budnitz says. “So suddenly there was this giant queer exodus to Ello and all we did was say: ‘Come on over. We love you.’”
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