Well, seems like a few people are already looking around for an alternative [1] when it comes to privacy [2]. I can see some effort [3] but I'm not sure if addressing user's privacy concerns is their main goal.

[1] https://news.ycombinator.com/item?id=12035667

[2] http://technical.ly/philly/2015/06/16/duckduckgo-cnbc

[3] https://news.ycombinator.com/item?id=12042613