But why even try a different product if you don't know why it exists? And what makes it better? How do you communicate that? Different messages have different

But why even try a different product if you don't know why it exists? And what makes it better? How do you communicate that? Different messages have different appeals. Perhaps DDG's marketing "secret sauce" is word of mouth? And the message you don't like - as an admitted non-user - isn't meant to drive your behavior, but the WoM behaviour of current committed users?