I too have problems with those stats.
We have a client that spends quite a lot on Google Adwords, when we initially began our
SEO campaign for him the two of us went to Google we entered his selected keyword phrase and searched 26 pages before finding his site. Neither of us even looked at the paid listing! Where he of course could be found.
My point is that there are still people out there that have little use for sponsored links. If you don't come up in the listings you lose them.