Recently launched social media network “Ello” is currently receiving upto 31,000 requests by the hour. (numbers vary based on sources) Placed as an anti-facebook, anti-commercial network dedicated to users, Ello, or the phenomenon of Ello can only be seen as a rebellion towards structured commercialized social networks. It could potentially damage Facebook. Or it may just disappear as another Arab Spring. The awareness is growing that Users are fed up being a product and having their data sold to companies. Networks are no longer organic, currently I would say “synthetic” after all the algorithmical cosmetic treatments. Yet users have also remained complacent and tethered to familiarity and peer pressure. But it could be that this is the beginning of more challenges yet to come. As it has been foreseen, all the existing social networks will be challenged. We are on the edge of a paradigm shift to Social Networks 2.0., the emergence of a plethora of smaller networks and a true plurality. Should museums be worried about this?