Here's Why Ello Isn't a Facebook-Killer Social network has a long way to go: Caitlin McGarry By Matt Cantor, Newser User Posted Sep 29, 2014 9:04 AM CDT 6 comments Comments A screenshot of Ello. (Ello.co) (Newser) – The buzz is that new social media site Ello could finally provide a rival to Facebook, but at PCWorld, Caitlin McGarry suggests you don't believe the hype. Right now, Ello is in beta—and it needs some serious improvements, she writes: Want privacy? You'll do better on Facebook than Ello, given that Ello has absolutely no privacy settings. All its profiles are currently public, though private profiles are one of many improvements underway, according to a list published by the company. The site may look pretty, but it's so "minimalist" that "finding friends is impossible," McGarry notes. Ello doesn't require users to use their real identities, so McGarry has just been asking friends for their Ello names. "That’s no good for growth," she writes. Where's the mobile app? Like private profiles, it's apparently coming, but these days you shouldn't launch a site without an app. Ello promises a premium version instead of ads, but whether that can support a major social network remains to be seen. Whether you're Facebook or Tumblr, "sooner or later, every free network embraces advertising." Click for McGarry's full piece.