For me it comes down to 3 things:

• I like the idea, that if kagi makes decisions that are unpopular with the majority of users, they will lose income as a direct consequence of that. So their business decisisons are driven by their users interests and needs, not by what advertisers want (in googles example)

• I like the basic idea of what the kagi team wants to achieve and I want to see the end result of that. But in order to be able to compete in a market dominated by tech giants like google and Microsoft I’m willing to contribute financially.

• I like my web browsing experience ad free. I know (and use) ad blockers, but I also recognise that, for any service, money has to come from somewhere. And if that service provides me with actual benefits, and I’m happy with it overall, I’m fine with paying a fee instead of seeing ads.