DuckDuckGo's Features: DuckDuckGo offers several features that set it apart from Google. One of the most notable is its lack of tracking cookies, which means that users' search histories are not stored or shared with third-party companies. The search engine also offers a "zero-click" search feature, which allows users to access information without having to click on a link.

Google's Response: Google has responded to the shift by introducing new features aimed at improving user privacy. For example, the company has introduced a "Privacy Sandbox" initiative, which aims to reduce the amount of personal data collected by the search engine.