In order to differentiate itself from the competition, search engine Ask.com is providing users tools to make their searches more private. This is the free market at work! Find an industry without too much government meddling, and someone will come up with a better way. Find an industry full of government regulations, and you will stifle innovation and competition, which, by the way, happens to be one of the best ways for a good or service's price to go down. Look at the medical industry to see this stifling effect.