|The new search engine DuckDuckGo seems to prove big is no longer beautiful.|
What DuckDuckGo does (Weinberg and his wife dreamed up the name up in 2007; he says it has no hidden meaning) is sniff out the best data already on the Web for a given search. Then it rakes out all the unnecessary steps of presenting that information. Separate search pages, found in Google or Bing, are vaporized. Paid links are all but gone -- there is exactly one per query. And simple content -- say, a popular wiki listing -- is displayed right in the initial search results. But the big plus for investors and businesses increasingly queasy about Google capturing its search data: DuckDuckGo does not track how you use it. It keeps no click records. Buffers no search results. It's just you and your computer. Weinberg has no interest in looking over your shoulder.