Yeah like you pointed out, if your product stands out so much that nothing else matters, then you can name it whatever you want. But duckduckgo is just a glorified meta search engine and they are not doing anything completely unique. In this case branding matters and I think their name is really bad for branding. There are many examples of really bad naming, like cockroachdb and swagger. Swagger ended up changing their name to OpenAPI (Thank god) but I don't know what the cockroachdb guys are thinking. I don't want to use a DB named after a bug (pun intended).