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The Digital Skeptic: DuckDuckGo Cooks Google's Goose

"I thought it was kind of creepy that these engines could have all this search data on you," he said.

Ducking for dollars
The overall effect -- and the threat to a Web giant such as Google -- is remarkable. Using DuckDuckGo almost reinvents the investor Web search experience. Try it. Look up a company -- say, Google. You will find a remarkable breakdown of results presented in one long page: the Wikipedia entry, a well-curated list of criticisms of Google, links to online photowikis of company images, all in a clean, clutter-free environment.

Investors will still need Google for stuff such as Web-based word processing, news or Gmail. DuckDuckGo is strictly search. But tens of millions agree with me that DuckDuckGo is the search weapon of choice: It had more than 30 million direct queries in February for example, with growth in some metrics at 500% year over year.

Is Weinberg making money? Oh yeah. Remember, there are no salespeople. No tricky local search options. No crazy investments in driverless cars, a la Google. Weinberg simply resells paid search links through established online relationships.

"It's a standard kind of affiliate deal," he said. " AOL (AOL) uses Google search, Yahoo! (YHOO - Get Report) uses the Microsoft ad platform. We're equivalent to Yahoo in that respect."

The big digital geese are cooked
The big think on DuckDuckGo therefore goes like this: If a well-organized sole proprietor such as Weinberg can hammer Google on its home search turf, somebody else will surely be able do the same for Google Docs word processing, Blogger, Translate -- really any of Google's products. And, strictly speaking, any service offered by any large vertically integrated Web property -- Amazon, Facebook, all of 'em -- is equally at risk.

That in turn questions the basic business strategy of the digital age -- that being big and offering lots of products keeps out competitors.

"I have essentially an endless runway," Weinberg said.

And if Weinberg can do it, others can do it. DuckDuckGo is proving to all of us with skin in the digital game that being a big fat bird on the wire is no longer beautiful.

This commentary comes from an independent investor or market observer as part of TheStreet guest contributor program. The views expressed are those of the author and do not necessarily represent the views of TheStreet or its management.
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