New ad-free social network Ello is pro-privacy, but with caveats

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.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com