Created last year as a "private" social network, Ello (www.ello.co) recently opened its doors on an invitation-only basis.
Because of the limited supply and strong demand, the invitations have been selling on eBay at prices up to $500. Some reports said Ello is getting up to 35,000 requests per hour as a result of a viral surge in the past week.
Ello appears to have caught on with its simple message which seems to take aim at frustrations of Facebook users.
"Ello doesn't sell ads. Nor do we sell data about you to third parties," the company says.
Its "manifesto" states: "We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce, and manipulate -- but a place to connect, create, and celebrate life. You are not a product."
Ello's policy states that the practice of collecting and selling personal data and mapping your social connections for profit "is both creepy and unethical."
"Under the guise of offering a 'free' service, users pay a high price in intrusive advertising and lack of privacy."