It's worth pointing out that the "window to a huge amount of knowledge" feature isn't really what you're paying for. The question isn't "is access to a search engine worth $10 a month to me?" (probably yes), it's "Is the delta in functionality with DDG/Google/Bing/Ask Jeeves worth $10 a month to me?" (maybe).
It's a pretty big problem in internet tech, actually. Ad revenue has poisoned the well, creating a situation where it's really, really hard to create a compelling product that isn't based on advertising, because you end up having to compete with "free" alternatives. Thus from a consumer's perspective the cost of the product needs to be in the added functionality over the alternatives, since they see your base functionality's perceived value as $0.
It's gotten to a point where I don't think it's fixable at a grassroots level.