Check out this article by Paul Mason in The Guardian about The End of Capitalism.
He argues, among other things, that the hoarding of personal information by large corporations is not sustainable because in the end, information naturally flows feely and technology facilitates that. This creates possibilities for educated individuals to change the world and make it more fair simply because they want to.
Some of the ideas reach a little for me, but it's very interesting. Feels like Ello is part of that wave.