The blogging reaction to Ello has been more about its popularity with consumers and less about its technical merits as a social network. Ello is still in a limited beta, invitation only stage but ReadWrite has been inside and published a quick guide to how Ello works from a beginning user's perspective. Stone Temple Consulting offered a more extensive guide that covers the user experience in great detail. Ello has also published its own feature list.
The impressive consumer reaction to an advertising free, privacy centric network is, in the words of the Harvard Business Review, a wake-up call for social media marketers. Ello's founder Paul Budnitz told VentureBeat that “We don't really consider Facebook to be a social network. We consider it an advertising platform”. Ello isn't polished or easy to use; its search functions are limited and it may not have a long term raison d'etre. If it doesn't flourish on its own it may still have a lasting impact as a reminder that users come to social media for the personal relationships and that data driven advertising may need to tread more carefully.