It strikes me as kind of odd that the billboard says "We", implying that DuckDuckGo is a company of multiple people.

Then again, saying "I don't track you" would sound extremely strange.

I guess we (as a society) have become so accustomed to companies requiring large groups of people to be successful. I guess Gabe's ability to take on Google, the biggest tech company this decade, by himself, is a testament to computer programming being so empowering.