Ello does something Snapchat did too and it's the most fascinating thing. The interface is bad. Not only in a "I don't like how it looks." way. It is confusing, has an UX that can't be considered as "user friendly" and nevertheless draws me back all the time. Ello actually conveys a sense of discovery and adventure. Which sounds a bit cheesy and I'm aware but I don't really care. Fat rhymes. WHY IS THERE NO CHEESE EMOJI.