If you're an Ello user and all this makes you uneasy, you can opt out of Google Analytics through your settings page. Ello also respects the "Do Not Track" setting in most browsers, which is designed to send a signal to Web companies' servers to restrict the data they collect.
The fact that Ello honors DNT is commendable; many companies don't.
But Ello is not alone in the pursuit of privacy. Established ad-supported sites like Facebook and Google are now trying to bake in more privacy-oriented features. Facebook is working on anonymous log-ins for third-party apps, and Google recently abandoned its real-names policy for Google+.
And as for whether it will be able to survive financially without ads, "We're not interested in ruling the world," the company says on its website, in a jab at Facebook.
"We think people that are motivated to do things like that have unresolved psychological problems," Ello says.
Ouch. Ello certainly got the "audacity" thing right.
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