Ask.com to better Protect your Identity?

Ask.com is a relatively unknown search engine which is a simple as Google, while providing results as efficiently as Google. To increase its exposure, Ask.com decided to communicate about the current discussion around Google's decision to store your personal data for long time periods while trying to ensure users that it will remain anonymous. Google might start to be in serious trouble as the European Union authorities started complaining about such policy and might push Google to cease it.
A new tool entitled Ask Eraser will allow visitors to perform online searches anonymously, while Google is storing information on its servers (2 years + 2 additional years if you keep using the search engine); and nobody really knows what Google is doing with entire logs.
This decision from Ask.com looks like a small step backwards in the current tendency of a more controlled and supervised internet usage making rights of users for anonymous and privacy not allows respected. The help of the EU is more than welcome when some states try to adopt "Big Brother"-like policies.