Comment by drdaeman

Services that take on Google can not just win over some user base but even become profitable (see Kagi's example), so it's not strictly about $0 price tag. But they gotta be really good (for some target audience), and the hard part is beating the already established offerings, of which there are plenty and covering for every kind of crowd I can think of. I wish MZLA luck, but given all the Mozilla Foundation history (which started amazing but is less than stellar in terms of recent PR) I'm quite skeptical.