Might be a nice step towards rebranding for a bigger audience? I use DDG as a default search engine, but the name doesn't roll off the tongue nicely at all... Edit: It doesn't roll of my fingers either, I didn't even type out the full name...
Every time I mention/recommend it to someone the response is always a blank stare followed by something along the lines of “I would never use that if only to avoid that horrible name / brand URL”. And I can’t say I blame them.