On Facebook and Twitter today you may have heard chatter of a mysterious place called “Ello.” It’s not often that a new social networking site rises above the fray without raising some serious venture capital or being propelled by professional publicists, let alone a network that’s still in private beta. And the discussions about Ello were largely happening among non-techies, at least in my circles – even more rare.

It’s not entirely clear why people are buzzing about it today, but it seems to have to do with Facebook cracking down on fake names. The move disturbed the LGBTQ population, some of whom use a different name than their given legal name, because it more fully represents the nuances of their gender, or to protect themselves from harassment. In light of the crackdown, these populations are leaving Facebook and turning to Ello instead, according to The Daily Dot and gay media site Queerty.

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