I think you&#x27;re fundamentally right, when considering the benefits DDG vs Google offer today, at a static point in time. Remember, however, that the world is dynamic and constantly changing, and things like the Snowden leaks change how much we&#x2F;consumers value privacy vs easy of use (and certainly factors that affect things in Google&#x27;s favor can happen too!). I am guessing that most people who get screwed over by their insurance company, even once, are willing to pay a higher premium in the future (assuming they can afford it after suffering the financial damage caused by said insurance company refusing to pay).<p>My original point was that things are changing, DDG is improving, and some things are purely perception issues. We like to talk about companies and markets in terms of battles, with concrete winners and losers coming out at the end of the day, but things are always changing. Google is the clear winner today (but also had a 10 year head start), but it may or may not always be that way.