I like the trend we're seeing towards privacy and proxying, especially if DDG is really lean about logging. They say they strip out all content and headers.
The article is sweet, although one thing I noticed, putting price/discount call-to-actions in an example image like that makes it less clear that the service is free.
To join the waitlist you have to install their iOS app. They also get you to turn on notifications so they can let you know when it's your turn. They're getting a lot of mileage out of this announcement.