The bulk of DuckDuckGo's privacy page addresses "why you should care" and explains the ways in which other search engines track and store your information. It's an important distinction for DuckDuckGo as the startup positions itself as a search engine that not only delivers less spam- and ad-filled results, but that protects the privacy of its users' searches.
1. What information do you collect?
2. How do you collect the information?
3. How do you use the information?
4. What control do users have over their personal data?
5. How do you protect users' information?
DuckDuckGo founder Gabriel Weinberg contends that "too many startups copy and paste the longest one they can find because they want to cover all the bases. I think a better approach is to speak in readable English directly to your users. If you are storing information, just explain why." Being transparent will go a long way towards building your users' trust - and hopefully, their business.
Photo credits: Flickr user Let Ideas Compete