Ive always looked at it as a spectrum. You can buy thousands of hits for €3 but if you want to convert those you have to offer a service where one gets paid (very little) for visiting websites.
One could look at things from a different perspective: All That money, like all debt, represents goods and services we collectively owe to those people.
They expect to one day buy things from us.
If we want to honor that agrement we should at least attempt to not make it worse.