Search Engine DuckDuckGo Is Taking On Google By Doing The One Thing They Won't Do

DuckDuckGo bills itself as "the search engine that doesn't track you". After the revelations in the US National Security Agency files, that sounds tempting.

Named after the playground game duck duck goose, the site is not just banking on the support of people paranoid about GCHQ and the NSA. Its founder, Gabriel Weinberg, argues that privacy makes the web search better, not worse. Since it doesn't store your previous searches, it does not and cannot present personalized search results. That frees users from the filter bubble – the fear that, as search results are increasingly personalized, they are less likely to be presented with information that challenges their existing ideas.

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