You may have seen quite a few headlines recently about a supposed anti-Facebook (FB) social media site called Ello. In case you missed it, the social media site experienced its first outage, which its status page blamed on a possible distributed denial of service (DDoS) attack. The incident was resolved in a matter of hours.

The new social network popped up pretty quickly, however, so in case you’re not even sure what Ello is … well, we have the run down for you. Here are five things to know about the site that’s stealing headlines — and maybe Facebook’s users.

What Is It?

The concept of Ello is pretty simple. Pretty much as simple as possible, actually: It’s not Facebook. What does that mean? Well, Ello sells itself on the fact that Facebook is using your data to sell ads … while Ello is completely free of advertising.

Where’s the Money?

Yes, you heard properly. In an Internet world that revolves around ads, this site is going directly against the grain. But don’t think it doesn’t have its eye on some coin. Ello, instead of opting for an ad-supported model or a paywall model, boasts a freemium model.

Basically, the core features of the website (which are basically the same as Facebook’s … namely, the ability to post and read friends’ posts) doesn’t cost you a think. But if you want more — two different accounts, a different color scheme, a mobile app — you’re going to have to dig into your pockets.

It’s much like the mega-trend in the airline industry, where competitors like Spirit strip away food and movies and other things that not everyone uses to offer a cheaper flight, charging for those features when they are explicitly requested.

Does It Look Like Facebook?

Not particularly. Instead, most folks are likening it to Tumblr in the posting style, while users can categorize other users either as “Friends” or “Noise.” Friends obviously take precedence, while the noise gets all shoved into one easy-to-scroll and easy-to-skim column.

I’ve got to admit — I dig that idea.

Who Is Using It?

The answer to this Ello question? Lots of folks. According to a Vox article from Sept. 26, 31,000 people per hour were flocking to the site.

What Else Do You Need to Know About Ello?

Ello also has some other quirks to be aware of if you’re making the move from Facebook. For one, users don’t have to use their real names. And building on the theme of giving advertising the middle finger, you also have the option to disable the company’s analytics software.

And finally, the site is open to NSFW content — in case you’re planning on logging in at work.

As of this writing, Robert Martin did not hold a position in any of the aforementioned securities.