Brand Messaging
The truth is a very powerful marketing tool.
Kagi Search describes their service as "a highly accurate, lightning-fast, user-centric, 100% privacy-respecting search engine with results augmented by non-commercial indexes and personalized searches." On their website they ask "Think about it. Do you want the results you find in your search engine to give you the information you need or the information an advertiser wants you to see?"

To make their case they asked Google Bard: "What are the downsides of ad-supported business model for search?"

Then they published the chatbot's verbatim response.

Webpage: Why Pay for Search?