If you look to the sidebar of this here blog, you will
notice a brand-spanking-new icon in the line of soshul meedya icons (Facebook,
Instagram, etc.)—a mildly ominous, minimalistic eyeless grin.
And if you click on that icon, you will find that it leads
to a brand-spanking-new soshul meedy site, minimalistic and “beautiful” (as its
designers claim) and already teeming with hipsters, for better or worse, but
one that is totally awesome for one reason, as you can see with this short passage from
their WTF page:
Every post you share,
every friend you make, and every link you follow is tracked, recorded, and
converted into data. Advertisers buy your data so they can show you more ads.
You are the product that’s bought and sold.
We believe there is a
better way. We believe in audacity. We believe in beauty, simplicity, and
transparency. We believe that the people who make things and the people who use
them should be in partnership.
We believe a social
network can be a tool for empowerment. Not a tool to deceive, coerce, and
manipulate — but a place to connect, create, and celebrate life.
You are not a product.”
I...I believe. source |
That is Ello. The
new kind of social media.
Of course, this all sounds too good to be true. Everyone
wants to make money, even those strapping startups claiming to have the power
to change the world. But apparently, Ello is actually a class of company which
cannot put ads on its site or collect its users’ data for personal gain...or
something. As claimed by
this letter:
“There has been some
speculation in the press since our launch that Ello will someday be forced to
allow paid ads on our social network.
With virtually
everybody else relying on ads to make money, some members of the tech elite are
finding it hard to imagine there is a better way.
But 2014 is not 2004,
and the world has changed.
To assure that Ello
always remains ad-free, Ello converted to a Public Benefit Corporation (PBC). A
Benefit Corporation is a new kind of for-profit company in the USA that exists
to produce a benefit for society as a whole — not just to make money for its
investors.
The Ello PBC charter
states in the strongest legal terms possible that:
1) Ello shall never
make money from selling ads;
2) Ello shall never
make money from selling user data; and
3) In the event that
Ello is ever sold, the new owners will have to comply by these terms.
In other words, Ello
exists for your benefit, and will never show ads or sell user data.
Simple, beautiful, and
ad-free.
There is a better way.
We, as founders and
investors in Ello, vow to support Ello’s mission and to abide by the terms of
the Ello Charter.”
Ello. Ello. Ello. Got the point?
Yeah.
It is too good to
be true. I was skeptical, but I had to find out for myself.
I learned of this site a few months ago, after reading Chuck Wendig’s post on Terribleminds (a
fabulous blog which you should totally read, if you’re into writing...and, um,
shit). However, for the sake of Ello’s poor servers, I was forced to wait along
with waves of other anxious hipsters to join him in this corner of the
internet. The other day, I finally received my “invitation”, and I eagerly set
up my account.
It’s kinda lonely over there.
After following a couple dozen “photographers” and “designers”
and “artists”, I began to wonder if there were any, you know, people I actually
knew on there. Food bloggers, IRL friends, whomever.
So sign up maybe?
No reason to feel threatened. Just...do it. source |
Anyway. That’s enough of that. Let’s talk about cake now.
I think...do I see chocolate in there? |
Don’t be shocked by the title—I didn’t make it up. Much like
that “sex in a pan” I made a while back, this cake
is another ‘Murican concoction inspired by the packaged goods so commonly found
in old fashioned mommies’ pantries (I say “old-fashioned” since these days you’d
be more likely to find coconut flour than Bisquick). It is basically a chocolate
cake baked in a square pan in which you poke a bunch of holes (a trait it
shares with the equally ‘Murican “poke cake”) and proceed to fill with sticky sweet stuffin’s
and top with (obviously) your artificial whipped topping of choice. As the
recipe from Brown Eyed Baker goes: devil’s food cake mix, sweetened
condensed milk, jarred caramel topping, Cool Whip, and toffee bits. No, I’m not
kidding. Go look for yourself if you must.
So obviously I had to attempt a homemade version.
As the cake base, I used my favorite vegan chocolate cake
ever—the recipe from Chef Dennis that I used in my totally bomb-ass you should
check it out right now chili chocolate cake. But because I am particularly
fond of layer cakes, I opted to make it a majestic standalone cake as opposed
to the plebeian squares you often see for better than sex cakes. For the
filling, I soaked the cake with a basic vanilla pudding and caramel sauce. Deliciously
fluffy whipped cream and candied pecans (instead of toffee bits, which would be
far too involved to make from scratch than I was willing to attempt) went on
top of the whole shebang.
How was it? Was it better than sex? I wouldn’t say so. I mean,
it really depends on what kind of sex you like. We all have different tastes.
I mean. Um. You get the point.
Here’s the recipe.
__________
Vegan “better than sex” cake (rich chocolate cake with vanilla pudding,
caramel, and whipped cream)
Ingredients
Chocolate
cake (adapted from this cake)
188 grams • all-purpose flour •
1 ½ cups
200 grams • granulated sugar •
1 cup
15 grams • Dutch-processed cocoa
powder • 3 tablespoons
4 grams • baking soda • 1
teaspoon
2 grams • salt • ¼ teaspoon
85 grams • coconut oil, melted and
cooled slightly • ¼ cup plus 2 tablespoons
14 grams • apple cider vinegar •
1 tablespoon
6 grams • vanilla extract • 1
½ teaspoons
244 grams • cold water • 1
cup
Vanilla
pudding (adapted from Hell Yeah It’s Vegan)
7 grams • cornstarch • 1 tablespoon
210 grams • nondairy milk •
¾ cup plus 2 tablespoons
42 grams • granulated sugar •
3 ½ tablespoons
4 grams • vanilla extract •
1 teaspoon
14 grams • coconut oil •
1 tablespoon
Topping
Caramel sauce (bourbon
optional)
1 can of full-fat coconut milk,
refrigerated overnight
Powdered sugar, to taste
Instructions
To make cake, start by preheating oven to 350 degrees.
Grease two 8-inch baking pans and line with parchment paper.
In the bowl of an electric stand mixer, whisk together
flour, sugar, cocoa, baking soda, and salt. Make a well in the middle and add
coconut oil, apple cider vinegar, vanilla, and cold water. Beat on medium-low
speed until smooth.
Divide batter evenly between baking pans and bake for 30
minutes, or until a toothpick inserted into the center comes out clean. Let
cool for 20 minutes before removing cakes from pans to cool completely.
To make vanilla pudding, start by whisking together
cornstarch and 50 grams / ¼ cup milk in a small bowl. Set aside.
Combine remaining milk and sugar in a small sauce pan over
medium-low heat. When mixture begins to steam, add cornstarch-milk mixture.
Stirring occasionally, cook until the mixture begins to thicken and just
reaches a boil, about 5 minutes.
Now turn down heat to low and cook for another 5 minutes,
stirring occasionally until thickened. Remove from heat; stir in vanilla and
coconut oil. Let cool to room temperature before using.
For topping, crack open that refrigerated can of coconut
milk and scrape the thickened, fatty part at the top into an electric stand
mixer with the whisk attachment. Beat until fluffy and medium peaks form. Add a
couple spoonfuls of sugar and beat once more until combined. Set aside.
To assemble cake, start by placing one layer of the cake on
a cutting board and poking fairly deep holes with a small knife or fork. Spread
half of the pudding on top, making sure it soaks into the holes sufficiently.
Drizzle (an appropriate amount of) caramel on top and sprinkle with some
candied nuts. Top with other half of cake; cut holes and slather with remaining
pudding and caramel. Top with whipped cream and more candied nuts. Slice and
serve.
___________
One note before we wrap it up: the recipe above uses my
favorite traditional vegan chocolate cake, but you can easily make it
gluten-free by substituting my favorite gluten-free chocolate cake, which has an equal stamp
of approval from both myself and plenty of taste-testers. Make it totally grain-free
(since the part of quinoa
we eat is a seed, not a grain) by using arrowroot powder in the pudding
instead of cornstarch. The more you know!
It's a wee bit messy. |
Like far
too many recipes on this site, this recipe looks kind of long and kind
of complicated and probably more than a little intimidating. But it’s really
not. You can assemble the caramel and pudding DAYS ahead of time, and the
whipped cream need only be put together right before serving. Nothing to fear.
And if you’re ever tempted to make the boxed, store-bought
kind, just remember: all of that homemade effort is worth it. Totally. One
hundred and twenty-five percent. The rich, fudgy cake...the deep caramelized
flavor of the homemade caramel...the crunchy candied nuts...all miles better
than that ‘Murican shit.
Just trust me on that one.
Very delicious cake:)
ReplyDeleteYep! :)
DeleteOK totally awesome cake. But I feel a teeny rant coming on that has nothing to do with the cake, which genuinely looks fantastic. Please forgive me in advance...
ReplyDeleteI think Ello is another one in a long line of really, really (naively) optimistic startups that think that they can be the one to offer the benefits of [insert product or service here] without the costs to the user (aka, in this case, selling ad space or personal data). But a social media network needs to grow in order to offer the benefit it purports to (growth = more networking) and growth is expensive. So, right now, they might be able to get by without a lot of cash because it seems like a small team of founders/employees right now – most, if not all, of whom are likely taking little to no salary, but are paid in equity AKA monopoly money – and a small user base (so, from the hardware side of things, probably just a few servers, the other major cost to a company like this).
But they have too many incentives to grow: 1) to keep the company in business because that’s the point of a social network and 2) because if their employees and founders are being compensated mostly or completely through equity, that compensation isn’t worth the paper it is written on unless the company is bought or goes public. To grow, you need cash and to get cash you need revenue and/or investors (who, in turn, demand revenue to start to reimburse them).
It seems like by promising no ads, they are backing themselves into a corner, and I am interested to see what creative options they come up with to monetize their product, or if they eventually issue some mea culpa revised manifesto that promises “ads with value and dignity” or some crap like that – just like Facebook did.
Not trying to rain on your parade or start a thing....and maybe you know something I don't....I just went to school for this crap so my brain is now permanently warped and it makes me very skeptical and overly concerned with monetization potential. Sorry.
Oh that's totally fine! No problem! You raise some great points--are you studying business or something? I admit, I was skeptical too, but the whole "public benefit corporation" thing kinda persuaded me. Dunno, maybe I'm just gullible. The userbase as of now is really small so I imagine they are quite optimistic about it presently but I have no idea about what they will do *if* it takes off. Which is probably will. But when it does, they're talking about making users pay for certain things, like an app or whatever, which could work. Personally, I'm just hoping that they can figure out a way since it would be great if there was a new wave of social networking sites without the kind of ad/filtering bullshit that Facebook has.
DeleteAnyway, thanks for your thoughts! Really appreciate it :)
No, I'm not calling you gullible at all, and I'm sorry if it came out like that. I just tend to be a skeptic when a small company steps forward and goes "we're going to totally change the status quo, you just watch". There are a lot of market and economic realities that they don't seem, at first glance, to have considered, but hopefully there is something I don't know or see, and they will prove me wrong :)
Delete(Full disclosure: I have never started a company, so don't speak from first-hand experience, but have a masters in business [sorry if that sounds like bragging; I don't mean to] so hopefully that offers *some* credibility to my lunatic ranting!)
I totally understand! Fellow cynic here. Though not when it comes to business--obviously you would know more on the subject.
DeleteThis cake looks delicious! I've never had one of these "better than sex" cake before. People rave about them all the time. It may just be time for me to jump in and give it a try.
ReplyDeleteThanks! You should totally try it, it is well worth your time. :)
DeleteMmmm I have been curious about this cake and now I have grown even more curiouser, this looks delicious and you must have put love aplenty into it :D I like how the sauce runs a little down the side, means you haven't been skimping :D
ReplyDeleteHaha yes, I never skimp! Always lots of sauce and stuff around here :)
DeleteI wonder how this would taste with salted caramel...? I might have to try that....I like the idea of the layer cake instead of the traditional "poke" cake.
ReplyDeleteIt would be awesome, probably! Hope you do try it :D
DeleteOh yum! This cake looks so rich. Pretty much my kind of dessert!
ReplyDeleteThanks, it is very rich :)
DeleteOMG!! It looks so amazing! Stopping by from the Weekend Social, thanks so much for sharing!
ReplyDeleteThanks, glad you like it :)
DeleteCan I sub the vanilla with caramel pudding? I am a caramel girl :)
ReplyDeleteSure go right ahead! Sounds like it would be delish :D
DeleteThe capacity to get the administrations of an expert plan organization by means of the web implies that entrepreneurs can locate the best organization for their business spending plan. logo design service
ReplyDelete