limoshawn - 1:57 am on Jun 2, 2010 (gmt 0)

2. If your site is number 1 in the organic rankings, it shouldn't be necessary to buy any ads at all, even for a short time.

I don't know if I would subscribe to this thinking, I think there is good reason to have both organic and paid as a part of a balanced marketing portfolio. Of course I'm talking about ecom sites.