They don't know yet about you.com? - No spam, no ads, you control the ranker with your source preferences, hardcore private mode that doesn't save anything nor uses your location (even DDG saves your queries and gives location-based results), many developer apps that include what you want - eg code snippets in a StackOverflow app, AI apps like you.com/write that would write essays for you, etc.

Also, many folks (outside the hackernews crowd) never change their defaults and Google pays Apple 15B per year, as well as Samsung and many others, to be that default.

Disclaimer: I work at you.com