In my opinion duck duck go is a prominent "brand" on HN for a single simple reason. It's (now forgive my language) but a ballsy startup for a really simple reason. Your competition is Google!!!... and not just a company who happens to be owned by Google, you're competing with Google in their primary business. You're also doing it by yourself, and to top it off you're getting results!! I'll read anything about it, because its essentially like watching the Boston Red Socks play some little league team from Milwaukee... the twist though, is the game is almost tied, and the Boston Red Socks aren't throwing the game. Its plain exciting!