I wouldn't necessarily say organic is always better than paid, although that's a reasonable generalization. I think of it in terms of the yield curve - organic

I wouldn't necessarily say organic is always better than paid, although that's a reasonable generalization. I think of it in terms of the yield curve - organic tends to be high quality but doesn't always scale. You drop your efficiency in the marketing media mix as you scale to reach a ROAS that meets the business need.