I don't have a ton of experience with it yet, but I don't have to scroll through a bunch of actual ads, followed by a bunch of not-really-but-basically-still ads, before finding what I'm looking for.

I'm paying for the service, not because I just fell for their marketing, but because I actually have the impression of getting noticeably less "polluted" results, especially when searching for something easily advertisable (e.g. "best X to buy 2023"). I don't need to convert anyone else. Everyone can just try it themselves and judge whether they feel it's worth their money or not. As of now, for me it seems to be the case.