I agree - I like the idea and so far have liked the beta. But $10 a month is way too much unless there is something that really makes it THAT much better than other search engines. Look at NextDNS for example - they offer it for free under a certain amount of queries and for home use unlimited is 2$ a month. And it has a lot of features, easy and clean interface, plus custom options. I gladly pay for that because its cheap and I can use it with devices off my home network.

$10 a month is getting into the territory of streaming video services and those require a hell of a lot of bandwidth and infrastructure to maintain.

For business or corporate use though $10 a month / user seems totally applicable.