I'll be interested to see where Ello truly takes off. It seems each social network has a cell of activity somewhere unexpected. Friendster is allegedly big in the Philippines (although my Pinoy friends indicate I may have been sold a bill of goods on this one.) Orkut was huge in Brazil and the Middle East. I regularly received friend requests from earnest looking young men in beards and camo holding automatic weapons. LJ is still big in Russia. Maybe Ello will become the social network of choice for Canada. The no-nonsense approach seems particularly Canadian.