Every single time I accidentally use Google I am shocked at how terrible it is. People just haven’t seen the alternatives. I finally setup a family subscription to get my wife and kids on Kagi and they don’t want to go back to Google now.

I don't think I agree with that but I think ads and slop you get from the "free" alternatives are more damaging in subtle ways that people don't appreciate. I also pay to remove ads from just about everything I use and am shocked at just how much better that makes my life.