> But the most important feature is that DuckDuckGo is the search engine that doesn't track you.

Any evidence to suggest that most people care? Most people just want the best search results, quickly.

Or is this a conscious decision to keep DDG serving a 'niche'.

> and so at DuckDuckGo you are not the product, search is.

Is DuckDuckGo a paid for product then? Users pay to search do they? If it's ad (Or VC) supported, then the user very much IS the product.