Where will Ello find $55 million to return to investors?

Ello, the social network that “will never sell your data, or have advertising”, has taken on another round of funding. $5.5 million funding to be exact.

If we assume the investors are looking at a standard x10 return as an initial target, where will Ello find (at least) $55 million to feed the beast? The clock is ticking and I’m struggling to see how the altruistic message pushed out will counter the standard VC play for a start-up.