This is hard to argue. 10 USD can be a lot of money for poor people, especially those in less wealthy areas of the world.

I've recently trialed Kagi, was happy with my first 100 searches, so I went for the 300 option for 5 USD/month. Unfortunately, I used that up pretty quickly. What I often do is start a search, then do a better query. And so on. I went back to DDG (though I never see adds w/that).

It is unlikely I will stick to it though. I hate having to log in in private browser mode, and for me it is worth 5 USD/month but not 10 USD/month.

Btw, the dog is hilarious. And I don't even like dogs!