Ello – and goodbye to the new social networking site?

The internet can seem like a winner-takes-all game – which you win when your brand becomes a verb. There is only one search engine, one auction site, one encyclopedia… and one social network. Since Facebook shrugged off Bebo and Myspace, it has had few direct competitors. Twitter succeeded with a slightly different model, but few have challenged Mark Zuckerberg’s colossus head-on. The latest wanna