Ello was the Kony 2012 of social media last year, and hopefully we’ve finally learned our lesson. The meteoric rise and equally fast fall of these smaller social networks prove the ADD-like attention spans of social media enthusiasts and also the way an ill-advised launch can be something your network never bounces back from. Hopefully we’ve learned that the race to the top is more slow and steady than fast and furious, and it’s just not good business for an app to declare itself the anti-Facebook.