Overly ambitious? Probably. But Tampa, Fla.-based Unthink says it will give users control over their profiles and opt in or out of advertising in a very un-Facebook-like way.

Look out, Mark Zuckerbergthere's a new Facebook killer in town! Of course, the town is 2,800 miles away from Silicon Valley and the social networking upstart hoping to topple you from your throne is only in beta.

Unthink, launched Tuesday for beta testing out of Tampa, Fla., bills itself as the "anti-Facebook," according to TechCrunch's Sarah Perez, who, unlike us, apparently succeeded in giving Unthink.com the once-over before the site got self-DDoSed via publicity from, well, TechCrunch et. al.

So what exactly is Unthink? It's more about what it's not, according to TechCrunch. This is all laid out in various Unthink manifestos that the site doesn't have the capacity to show us at the moment.

From what we can gather, the main thing Unthink wants you to know that it is not, is Facebook. In fact, "taking down Facebook is the core of Unthink's marketing campaign," Perez writes. And the main way that Unthink is distinctly unFacebookish is that it's all about the users of the platform being the owners of the stuff they create on it, rather than the gullible engines of Zuckerberg-enriching that some people (like Unthink's creators) claim Facebook's 800 million users are.

Unthink founder and CEO Natasha Dedis has some novel ways of letting users "own" their Unthink profiles and the site's also got a pretty compelling origin story.

The origin story first. According to Perez, Unthink's CEO was caught in a bind when her son wanted to join Facebookhad to join Facebook or be judged a social misfit by his peers, in fact. The trouble was, Dedis was one of the few people who actually read Facebook's terms of service, and she found the site's reserving of the right to changes those terms when it pleased disturbing. She didn't much like the way Facebook bundles user data to sell to companies for targeted advertising, either.

Because Dedis also didn't want to deny her son the ability to digitally socialize with his schoolmates, she set out to create a social networking site that she wouldn't mind her son being on. Which is sort of like a parent who doesn't like what's on TV starting her own production studio and cable channel, if somewhat less cost-intensive.

The main way that Unthink topples the Facebook paradigm is that it allows users to select the advertising that appears on their pages by picking a brand to "sponsor" it. Unthink users can also opt out of advertising altogether but then they have to pay $2 a year to use the site.

Unthink also offers easy-to-manage privacy controls and users have a great deal of control over how they interact with advertisers, according to the site. When users do engage with a brand, they can earn points towards discounts and other deals from the company in question.

Facebook users can employ a free app to port their Facebook data over to Unthink, where it's added to a personal profile page that is split into several sections. These include a public microblog called iUnthink, a social section, a section that's used for interacting with the advertisers, and a professional section.

If you think all those sections sound familiar, Perez agrees with you. The TechCrunch writer takes the wide scope of what Unthink is offering as evidence that Dedis and Co. aren't just hoping to topple Facebook, but to take on sites like Groupon and LinkedIn as well.

Of course, trying to conquer Facebook seems a tall enough task by itself. Google, with all of its resources, is making a go of it with Google+, which despite encouraging signs, remains dwarfed by Facebook in terms of size. Perez also mentions Diaspora as a case study in anti-Facebooking. That's the distributed social network started by four NYU students a few years ago that won lots of points on Facebook critics' scorecards but so far hasn't won a tremendous amount of actual users.

Can Natasha Dedis' creation do better? It's not Unthink-able, right?