Mostly DDG, but that's beside the point. Kagi seems to be marketed at the general public, for whom FAANG companies control the narrative. Even though they are obviously bad actors wrt privacy and UX dark patterns, they claim otherwise, that they value privacy and strive for the best user experience, and having a startup just claim that they do better, but offers no hard guarantee and require a payed sign-up to actually try it out with a pricing incomprehensible to most of the world shows that progress can be made. From afar, it looks like an interesting and good product, but I'm just not going to bite the bullet just yet.