Isn't this the classic HN misconception, that complex, customisable interfaces ought to be popular?
Free search isn’t the only way. When your users all charge hundreds or thousands of dollars an hour and really need good information, they will pay a lot.
What’s ultimately limited is general user free search. Normal person time just isn’t very valuable and they mostly just want stimulation. Google is mostly a stimulation engine pretending to be a knowledge engine. It started off as more of a knowledge engine and over time optimized itself for providing a buzz.