For me it is a combination of the search results being of equal or slightly better quality combined with all the nice little touches (Lens, auto redirect, etc).

For me it is a combination of the search results being of equal or slightly better quality combined with all the nice little touches (Lens, auto redirect, etc). I am trying to banish ads in general and Google specifically from my life so I am also a little biased. Last 2 months I used around 500 searches each month. So, the unlimited pricing is good for me.