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DDG is more of the same, just pushing the "we don't track you" story to the masses, which most of the time is completely irrelevant.

An actual new search engine that does its own indexing is sorely needed.

With my adblocker off it doesn't seem all that different in having mostly ads and a map on the front of the page.

DGG lets you disable ads in the settings: https://duckduckgo.com/settings#general

But the main difference is that DGG chooses ads based only on search term, as opposed to tracking you and collecting your data across the entire net.

so iow, less relevant ads that are more likely to just get in the way and not be a product I want

The service has to monetize somehow? Unobtrusive, non-retargeted aren’t a dealbreaker by any means for me, and I loathe the ads industry in general

apart from a small blurb from wikipedia on the right, DDG is the same as the google result.