This page is under Ello's About page. This page explains that Ello is a Public Benefit Corporation, which is a for-profit company that exists to produce social benefits, not just make money for investors. It sates that as long as it is legally allowed, Ello will not make money from selling ads or user data, and, if the company is sold, the new owners have to comply. There is a full letter attached regarding this for users to review.
Paul Budnitz, Todd Berger, Lucian Fohr, and Mode Set
Creative Commons Attribution-NonCommercial 4.0 International