It will get much worse as soon as the internet had another 3-4 cycles where it has been digested to train LLMs and puked out again by LLMs to shitty websites. Then you have the option to search for that shit traditionally or to use another shitty LLM on top of that
I pay with a crypto account and a dedicated email account. In this world you make your own privacy, everyone is out to get your info. Yes, they track my search trends and likely don't do anything too nefarious with it now, but it's only a matter of time before they do, but my trends in that account is all they will get and since there are no ads and I can play a part in content filtering and prioritization on Kagi, I am far less a victim than many other platforms.