... because the search engine market has so long been dominated by serious-sounding firms?

My first reaction was to agree with your point.

But I wonder if there are varying levels of non-seriousness.

Names like Google and Yahoo definitely aren't serious, but they also have a sort of generic quality. Not in a bad sense, I just mean they don't evoke a specific silly image in my head - at least not by themselves (when I think Yahoo, I see a big purple !, but that's by marketing design).

Duck Duck Go, though, doesn't have that same nebulous quality. There's something more concrete there, and more specific imagery that comes to mind. And I think that's why someone might react that way to the name and not to the names Google or Yahoo or Bing. It's less vague, and decidedly more Saturday morning cartoon.

Is that bad? I don't know, it doesn't necessarily bother me. But I understand why some people view it differently than the search engine names already out there.

I disagree -- I think they've acquired that 'nebulous quality' over time. In fact, I still think Yahoo! is a ridiculous name, and every time I hear them yodel it in a commercial it makes me cringe.

My one quibble with DuckDuckGo is that it's 3 syllables, none of which roll together. Saying the word google is fast. Saying DuckDuckGo is way less fast.

I get what you mean in that names definitely change as we get used to them.

But these names aren't created equal. "Duck" is a noun. There's a very definite, "meat-space" thing attached to that word. It's a whole lot harder to visualize a "Google" (a google of what?) than it is a duck. And what's a Bing?

I don't think there's any level of familiarity that will allow me to read Duck Duck Go and not see a duck. Again, is it a bad thing? I don't know. Maybe it's a good thing. But it is a thing, it's not just like the others.

I know what you're saying, but I disagree. Modern english is literally littered with words that originally meant entirely different things than we currently use them for. Remember 'booting up' your computer? It comes from bootstrapping, which comes from the literal straps on boots, which you put on feet. But I doubt you were thinking about feet when your computer was booting up. If Duck Duck Go becomes successful, it is not hard for me to imagine a scenario where I could say Duck Duck Go without thinking of ducks.

It will be interesting times indeed if the word "duck" becomes as antiquated and removed from day-to-day use as "bootstrapping".

I weep for the ducks. :(

People still use the word boot for boots, and will use 'duck' for ducks, except when saying Duck Duck Go in which case they will think of 'that thing that replaced Google'.

That's my exact thought. Google and Yahoo! come off as genuinely irreverent and fun (but, importantly, not childish). It's like something you'd expect a couple 20-something hackers to name their product.

Duck Duck Go comes off as the 50 yr old guy who yells "'Fo Shizzle!" and holds his hand out for a fist bump. It's something you'd expect from an older guy trying to pretend to be a 20something hacker. It thus comes off as insincere.

Empirically, people seem to love or hate the name, i.e. it generates an emotional response. When I talk to "normals" this love/hate ratio is very high. I understand though that you've taken issue with the name right from the beginning. This is not the first time you've shared this viewpoint :)

Ha, yeah wouldn't surprise me. I don't remember it but definitely believe you.

I think what New Coke proved though is that haters have an unduly large influence. New Coke kicked both original Coke and Pepsi's asses in blind taste tests. It's possibly bad to have something that has a love to hate ratio, even if a large one, rather than something people respect but don't care much about one way or the other.

I guess they can always change it to DDG down the road. Has a nice, more serious ring to it.

Doesn't really roll off the tongue. How about dudugo :) Seems to be taken though.

I think you nailed it. There's a dichotomy between "silly non-specific" and "silly specific".

There's some non-serious names that also aren't too nebulous, like Ask Jeeves. But I guess it's not a great example of a massive success (though it was successful enough that for a time most internet users had heard of it).

The search engine market started before all the "serious people" started coming to the Internet, I think.

I think it is harder nowadays to make a fame with a name like this.

Jerry Yang calls himself the "Chief Yahoo", and that is about as unserious as it gets.

Windows Live Search changed its name to something less serious to be more appealing to the public. I mean, really, Bing? How serious is that?

Ask.com is about the most sensibly-named search engine. I mean, what do you do with a search engine? You ask it things. That hasn't really helped them corner the market, exactly.

I am ranting. I should go to bed.

The internet hasn't become any more serious recently. People are still using it for non-serious things (lolcats, 4chan, Reddit, etc) so a non-serious search engine can still attract people, I think.

Google was a silly name for a while, and what do we think of it now?

Here, I'll invoke "Tara"

"The less confident you are, the more serious you have to act." - Tara Ploughman

Well, "Google" rolls off the tongue much easier than "Duck Duck Go". "Duck Duck Go" is also hard to "verb", as it were. I don't have a problem with the mentioned silliness of the name, I just think it's too long and hard to say/write.

Duck it! Working on shorter domain names...we have dukgo, though that isn't that memorable. I hope to have something soon though.

I'd say get something that you can easily say, spell, and use as a verb.

bloip gibbit erdle jopple etc etc But rebranding does seem a big job to me.

It's amazingly motivating when you start seeing your startups name appearing as a verb on twitter searches :)

Rebranding is not too difficult if you don't get much traffic from organic search. It's a simple redirect and a notice on the page.

It's also not too difficult when you're small but gets more costly as time goes on. If DDG succeeds, the customer base it has now will be something like .00001% of it's users.

How would you like voidy.com?

not really. I'd just say I'd "DDG" it, or "double D", or "duck" it.

In the same way, I just type I'd 'fb' someone for 'facebook' someone.

It only rolls off the tongue because you're so use to it now. Same with other brand named that got verbed. Kleenex. Xerox., etc.

Double D would actually be pretty good brand. Could have a large breasted woman as the mascot.

That's called Evony.

I think if Duck Duck Go went with "double D" as their verb, they'd have to commit to a GoDaddy-style marketing campaign....

Who is Tara Ploughman?

The seriousness of DDG is to make damn sure that when someone types in the word 'dog' or some other simple search test, that pointed, relevant results are returned. And for that DDG seems to be getting better at each day.

He's been very upfront about who he is (one man operation) with zero interests in storing personal tracking information (the antithesis of Google).

He is serious.

Funny, the top result is the above HN post

Really? For me, the top result is an HN post from a year ago that precisely answers the question: http://news.ycombinator.com/item?id=554889

Anagram of Tara Ploughman: "Not Paul Graham".

Before the advent of Twitter, pg would attribute quotes to Tara Ploughman when he wanted to write one-sentence essays. (Since the advent of Twitter, he curiously has stopped writing one-sentence essays.)

Pick some topic areas that are popular with some subset of the population. There are various groups that would welcome having certain search terms dropped from the indices and others that they favor weighted more highly, for instance.

There are any number of ways to go to cater to specific search audiences. Start up multiple parallel DDG analogs of Google's Blackle <http://www.blackle.com>; site, for instance.

For the business folks, call it PinstripeSearch or PrivateSearch or something suitable for the target audience. Graft a different presentation with conservative fonts and typography and tweak the search index ratings for the audience, and off you go.

There are any number of audiences for specific searches.

Yeah, the indexes get huge.

But then you also get to cater to and advertise to specific audiences.

I think it's a matter of taste. A few people I've told about duckduckgo have mentioned it "sounded like a search engine's name" after I said that I thought the name wasn't that great.

Well, for what it is worth, I rather like the name. Memorable, easy to spell and with the right amount of humor.

When I saw the title of this HN post "Let me Duck Duck Go that for you" and clicked on it, I was expecting a blog posting about how why DDG doesn't have an easy enough name to ever catch on.

I actually like the sillyness of the name but I'm not that fond of the name/logo of Duck Duck Go. I think it reminds me too much of Aflac.

Regardless of any meaning associated with it or how serious it sounds, "DuckDuckGo" takes a while to type...

He has dukgo.com as a short redirect.

Great, thanks for the tip!

Actually the only reason I started using duck duck go is because the name sounds cool.

duckhunt is already taken!