Sure but that goes with almost all form of advertising. Like radio, if you want to reach the majority of morning communters you're going to have to advertise with the TOP NOTCH radio statioin that has the most listeneres (like google has the most searchers) in order to, well, reach the most listeners.

Now there are other ways of getting traffic to your site too. If you create a kick-butt site that tons of people LOVE then they will link to your site and then you will get a certain amount of traffic but again if you want TONS of traffic then you need to be played (listed) on that radio station (search engine) that gets the most listeners (searchers)...I said this already didn't I ?

That's just life - no use complaining now is there?