It matters to me because I believe the results are organically rated, i.e. nobody paid my search provider directly for top results. With Google you become used

It matters to me because I believe the results are organically rated, i.e. nobody paid my search provider directly for top results. With Google you become used to skip the first paid results that visually differ every so slightly — so much so that less technically inclined people, when I observe them, will click the paid results not knowing the difference. I believe that, currently, Kagi is not building a profile of me based on my searches. Basically, if I’m searching for something, and I’m not looking to buy something, the search is a lot more honest and a lot less stressful. Ads on other sites can be adblocked, this is orthogonal; you can block ads on Google, but I just don’t trust that the algorithms are in my best interest, because I didn’t pay for anything.