If $10 is a lot of money for you then you aren't looking at a subscription search engine, you're using a free one. Come on. It's fine for OP to speak of $10 as a diminutive sum without going to the trouble to acknowledge that it is a fortune to impoverished europeans such as yourself.
If sandwiches are $10 for you and not worth much, might I ask you to support my subscription instead? Because when I make a sandwich myself, the costs are approx 0,50 EUR, and that is the type of food I can afford.
It is the same with this 'it is only a cup of coffee' or 'only a beer'. I don't drink beer, I do drink coffee, but when I did drink beer the special beers were lower than the prices of the ones you pay in pubs. As for coffee, it just shows you're from San Francisco or something, cause we got free coffee at work in our culture here.
Moreover, there's enough people in this world for whom $10 a month is a huge deal, and all your comment shows is that you're either unaware of such or simply don't care.