For me it's privacy first and foremost, since you're paying for the product, you are not the product. It's a really great search engine that lets you blacklist

For me it's privacy first and foremost, since you're paying for the product, you are not the product. It's a really great search engine that lets you blacklist websites from your results, promote websites to be higher on your results list and it has an AI search. $10 a month is nothing when i consider all the time i'm saving having my results instantly be customized to me instead of having to wade through Google's ads and SEO spam blogs