[llarsson]

I've seen these in Sweden. I think they are bad, because they say nothing about what the service does. They are all very vague and require you to know what the heck they are talking about like "Tired of being tracked online? We can help."

How am I going to go from just that message to knowing that it's about a web search engine that does not track me?

"Search the web without being tracked". "Privacy-first search engine". Say something like that instead, maybe?

[burkaman]

I think that's probably intentional. They also have browser extensions, a mobile browser app, and presumably want people to see them as more than just a search engine.