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What's DDG's moat? Its search index is bing so they don't have significant own tech. Is it just the brand?

I think it's only loyalty of userbase - they're the first mover of privacy conscious search.

Any competitor would have to prove credibility in the field, as they'd be trading on ethics.

I use DuckDuckGo exclusively - the only two reasons for me to stop I can see would be some kind of ethics scandal, or the quality of the search dropping dramatically.

I'm very happy with it currently.

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