"The catch: The revenue models for many of these startups are either immature or nonexistent, and even the most developed ones don't hold a candle to the cash generated by the web giants."

https://www.axios.com/privacy-business-booming-protonmail-you-search-28d00ea6-6818-4d9f-9b7a-b0ca4680b8a8.html

They are pushing You.com some sort of new alleged privacy engine.  It looks like it allows you to build your own filter bubble of preferred sources.

I could not really test You.com because, in order to see results, you have to install the You Chrome extension.  Sorry that's a non-starter for me.