I don't find it too much. For $10 I get a search engine better than all the others, I get access to many AI models via Kagi Assistant and Kagi Translate.
While I understand different people find value in different things, dismissing Kagi generally as "too expensive" is ignorant IMO.
I think it also depends what you use it for. I use both their search and their AI models for software development and it saves me precious time when looking for information - in a way it pays for itself.
I get by with the $5 plan. I don't use it at work, and it shows. I often curse during work that I can't exclude certain domains permanently from my Google search!