Dive Brief:

• Ad-free network Ello is in the new again for a recent $5.5M in funding and a change in company designation. 
• Ello will now be designated a Public Benefit Corporation which means its a for-profit organization with a purpose of societal improvement. 
• The invitation-only social network allows users to be anonymous and promises not to ever run ads or sell user information for funds—but will make money from users that buy upgrades to their profiles. 

Dive Insight: 

Ello is experiencing a wave of attention right now because of a recent disagreement between drag queens and Facebook over using stage names. Without ads or leveraging user information it's hard to see how the site will be profitable, even if they do charge for other things. Time will tell whether Ello is just a passing fad, but one thing is certain — users are concerned about ads and social sites selling personal information.