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I posted this further down the thread, but I'll put it here so it's more visible in case the discussion is interesting.
According to this source, DuckDuckGo makes ~$0.0027 per search from ad revenue. Kagi @ $5/300 searches is ~$0.01667/search, or >6x higher than DDG's ad revenue. So is the overall value proposition from Kagi >6x higher than DDG?
Or to put it another way, for ~$5/month, I can get unlimited VPN through Mullvad, which if I'm not mistaken is quite a bit more resource intensive than search per added customer.
So $5/month for 300 searches, or $10/month for unlimited is a tough pill to swallow, especially when I have no guarantees that they're not also selling my data. If they were a nonprofit, I'd trust them a bit more and just chalk the higher cost up to limited scale, but AFAIK they're private so they have little incentive to reduce prices as they get more popular.
So I'm skeptical.
I've been paying $10 per month for 1000 searches for a few months now and had no plans on cancelling. This unlimited change makes it even better. Not being constantly frustrated by poor search results trying to sell you stuff or influence what you're looking for is worth the money.