That’s part of it. Unions also made a difference for a while, until the propaganda machine convinced a bunch of people that Unions were bad. When in reality, Unions are a benefit to everyone, they protect workers from bad bosses, and historically they also protected bosses from getting the shit beat out of them by their employees.
I still use DDG as my “daily driver” (I know there are better options for privacy and avoiding big tech, but I haven’t yet found anything independent that is good enough for me to switch to full time yet). I bookmarked Stract a while back, and it proved useful a few months back when Microsoft had an outage that took down Bing and by extension, Duck Duck Go. I do like Stract, their index seems to be enough larger than MoJeek (another independent search with their own index) that it gives me better results.
Stract might not be as open as I’d like, but it’s nice to have as an option, and I’m never going to complain about having more search providers with independent indexes.