[threatofrain]

There already are companies that advertise privacy as an edge, but either they are sexy enough for consumers or they aren't. DuckDuckGo isn't sexy. Firefox isn't sexy. Linux-based desktops aren't sexy.

If these things caught the sparkle in customer's eyes, we'd all know it by now.

[keiferski]

I think this is an important point. Startups trying to make privacy ‘cool’ need to pay more attention to branding. While I love DDG, the name and the whole flavor of their site will necessarily limit their reach to technical people.

In terms of popular media, I thought Mr. Robot did a pretty good job of making privacy/security tech seem sexy, even if the main character is usually bypassing it.

Here’s a good example: https://youtu.be/i9CBKGLVCME