Yes, it also would misaligns their incentives. I like (love) that Apple is NOT in the advertising business and fewer phd engineers obsess about how they can make me click/view more ads.

Maybe Kagi proofs that "search" could also be financed by a premium subscription? Or being a system service which is subsidized like Siri? But I think the ad-model is the most easiest/profitable for search so there is always a pull to it.