In case you didn't see the e-mail, Ello officially/legally set itself up as a Public Benefit Company. This basically seems to mean that the leadership can choose to do things that don't necessarily maximize shareholder value if it is intended to benefit the public without worrying about being legal ramifications. At least that's what it seemed from my read of some of the related case law and the California bill that instituted it... at least I am guessing this is in CA. I'm not sure that REQUIRES that they do that, which is maybe a different point, but it does seem like an interesting compromise between the incredible difficulties of making a non-profit or not-for-profit work in our highly corporate environment and being sociopathic like a standard corporation.
Anyway, seems like a positive step that would make Ello categorically different in a good way. That being said, unless people actually start posting more of their stuff here, it doesn't really matter. @sick and @plasmachemist certainly are pulling their weight at least.