Let's be real here, 10 bucks is what you spend on a not even very great sandwhich. It's not insane to pay that for what is one of the more important tools in modern life.
Its 10 bucks. For a tool that searches the sum of human knowledge. Your ancestors would be ashamed.
If you're paying more than 10 bucks for a sandwich, you're getting robbed. If you're paying $10 a month for technology that used to be free everywhere, and that worked in the previous millennium, you're getting robbed.
Would you pay $10 for the best sandwich in the world? It's just a sandwich, but it's the best in the world. Would you pay $10 for the best search engine in the world? It's just a search engine, but the best in the world.
Its 10 bucks. For a tool that searches the sum of human knowledge. Your ancestors would be ashamed.