[hpoe]

So many people point out that DDG isn't being explicit with what they do in their billboards whilst also referencing that they know what it is but others probably don't.

I think this is intentional, I'd wager a pretty penny that most of the HN crowd represent the more technical part of the population, and so for their non-technical, friends, family members, and associates probably are the de facto "influencer" in matters of technology. DDG isn't trying to convince the lay people to switch, they are trying to convince the tech people to switch knowing that if they can capture that market they will drag everyone else with them.

Really it is brilliant.

[reaperducer]

There's also the delicious notion of Google noticing thousands of people around the world suddenly using Google to search for "Duck Duck Go."

Google's search volume is probably such that it wouldn't even be a blip on the radar, but it's fun to think about.