I love competition

Just when you thought Google had wrapped up the search market, along comes DuckDuckGo with fewer ads (ie a lower price of searching), and, more importantly, a different approach to filtering.

As DuckDuckGo explains, Google’s obsession with collecting data on you and using that to deliver more ‘relevant’ search results can lead to you living in a search filter bubble, where your own history and biases can affect what see. Thus leading to a vicious cycle of confirming your own prejudices. But maybe some people like to live in a cozy self-created bubble.

What do people really want? The market will decide …