Google isn’t what it used to be, but the free alternatives like DuckDuckGo aren’t really that great. Given how vital a good search engine has been to make any use of the internet since the late 90s, I think it’s not unreasonable to offer quality search at a reasonable price.
I’m not aware of any paid-for search engines, and I’m not sure what they could charge for without seeming greedy. Perhaps have a free tier that limits you to so many searches per day and a paid tier with unlimited searches and another with API access or something. The key would be to have a good-better-best system that makes everyone feel they’re getting a reasonable product for what they’re paying while keeping the experience serviceable for free riders.
Email is similar. While it’s not too hard to set up a bare SMTP server, a bare SMTP server will get you absolutely nowhere because every reputable email service will flag it as spam. The hard part is making the server pass all the sniff tests that other services use. You also cannot self-host because residential ISPs block port 25, again as a spam prevention mechanism.
I pay for Proton, not because I trust them per se, indeed the more a company trumpets about how secure and anonymous they are the more suspicious I get. But I trust them more than I trust Google and that’s what matters.
Like I said in the OP, you can set up an SMTP server pretty easily with basic technical knowledge but all those folks saying spinning up your own email is easy never tell you that having USABLE email is a lot more than a bare SMTP server. And again, you can’t self host on most residential ISPs so you have to add getting a VPS up and running and secure.