Law firm websites on search engines

I found it interesting to read that many law firms seem to be paying upwards of $30 per click for certain Vioxx search terms on Google (which auctions search terms as "sponsored links" and allows them to appear on the right hand side of the search engine results. Firms must believe that paying $30 for a likely interested party seeking them out is, overall, more advantageous than using traditional print, radio, television mediums to identify themselves to clients. Perhaps the move to internet-based marketing for law firms is intensifying.