Backstory: How DuckDuckGo was born and grew to take on Google

This is a fascinating read. There’s the story of how Gabriel Weinberg got started. And the story of how he figured out his core mission, that of privacy.

One particular highlight that struck me:

It was 2011 when Gabriel Weinberg started to experiment off-line advertising with a billboard, which said “Google tracks you. We don’t.”

According to Wired, that campaign cost was $7,000 for four weeks, and it started “in tech-heavy SOMA district, along the highway dumping cars off the Bay Bridge into San Francisco.”

This is not literature, but there’s lots of detail, and a terrific underdog story.