Already being called the "Anti-Facebook" of social media, Ello provides a similar environment but without the advertising or the data mining. The service keeps itself afloat by selling extra features, much like apps, for a few dollars.
Mr Budnitz added that he was "flattered" by the "anti-Facebook" description, but said that was not the way he saw his service.
"We don't consider Facebook to be a competitor. We see it as an ad platform and we are a network," he explained.
The network will eventually make money by selling access to features, Mr Budnitz added.
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