> It seems what people like about Kagi is the customization and surrounding tooling

I've been paying for Kagi since March 2025, so about a year and a half and this is precisely why. The search quality is far better than Google of 2025 (last I used Google at least). Yes, it is probably worse than Google from a decade or two ago, but no one's getting those days back after Google decided that prioritizing garbage links for ads > getting people off the search results page quickly.

I think what you are missing is that the customization is *extensive* for the search results. You can pin/raise/lower/block specific websites: so no more GeeksforGeeks if you don't want to see it, (or outright block specific image websites that flood results like pinterest), and pin (niche forums, reddit etc. that you like to see) to the top of your results page instead of having to add site:<domain here> every time to the box to get usable results.

URL rewriting lets you redirect any results URL to any other URL. Which means you can redirect youtube links to your self hosted instance of PeerTube if you like or redirect x.com links to xcancel.

Plus, you can create custom lenses to scope your results. (lenses are akin to "images", "News", "Videos" etc. on the top bar of google) but defined by you. I have one to return academic articles, and a developer-focused one (like documentation and SO). Another example of a lens that I use occasionally, is to only return results that have PDFs.

This is where the power of Kagi is tbh. The raw search results are a blank sheet you massage into the output you want to see.