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One aspect I like about PPC personally is that there is in fact a guarantee. The guarantee is that you don't have to worry that your listing will fluctuate wildly in the SERPS, however, what happens in 5 years when everyone is bidding $0.50 per click minimum and your adult paysites still are around the same price? Then it's not so great...
But I like Wired's advice to do both, doesn't hurt to diversify that way
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