They've got to protect their IP somehow.
Personally I just want DDG to make a search API that is free and doesn't require API keys. That way I can setup search in mobile or desktop apps and have it automagically be searching through specific sites like Soundcloud and Youtube and such.
Like if they're reading this, DDG is very unique and if they were to focus upon reducing costs, making efficient software, and better algorithms, DDG could be the service we shove into apps.
It wouldn't be proof, but it would be a fairly strong commitment.