The internet is an SEO landfill ( https://news.ycombinator.com/item?id=20256764 ) This is a related discussion from about 5 years ago about how SEO is ruining search. Google still seems to have a thick enough skin and a monopoly to get away with crap even after so many years of ruining search.
We need to collectively stop using Google, but the alternatives are just not as good for some things. The best one is probably Kagi, but let's be real: "normal" people would never pay for a search engine service. Well, "normal" people don't even know the difference between Google, Google Chrome and probably the internet.
A family of four, two kids and two adults; 20 dollars ex GST (excluding tax) is.. gosh.
With the cost of living growing so quickly.. It’s quite a defeating experience.
So in conclusion; I expand your criteria above. Even “not-normal” people may not pay for a search engine, though for financial reasons in my case.