Are You in Favor of or Against Using Paid Media for Product Launches? Why?

Both here on Product Hunt and on several subreddits, as well as in some articles on Indie Hackers, I frequently come across comments and posts discussing the disadvantages of using paid media for product launches, especially for indie hackers.From what I've read, many argue that it's a waste of money if you haven't yet found a market fit. So, I want to hear your opinion on this. Have you ever used paid media for your product launch? Can you share your experience?