&gt; when you do use DuckDuckGo in a sentence people notice and it sticks with them because it is different<p>This is a good point, but I guess if a lot fewer people use it in a sentence to begin with than otherwise might, it won&#x27;t provide much of an advantage in practice.<p>&gt; our main focus is building a great product people love<p>This entirely sums up the point - DDG does things differently and that&#x27;s great - going against the established grain with your product makes it what it is. But why go against the grain with your branding too? Aren&#x27;t you just adding an orthogonal concern to deal with, that has nothing to do with what makes your product great?