Amy, that is only partially true. I guess it depends on how you define "top search result". I don't consider a sponsored link a search result.
Yes the highlighted results at the top of the page (also clearly marked as "sponsored link") are paid for. But the rest of the results show up in the order they fall into google's priority rating system. The rating system is only partially based on several items such as popularity, the number of links to that particular site, the quality of the links (who's linking to it) etc. The actual formula "rating system" is not defined and is one of google's best kept secrets as far as I know.
I don't know about you, but my eye is trained not to even look at the sponsored links. I browse straight past them for the "popular" links listed below, on the white background. This website does show up on the first page for me, but it's near the bottom.
Now if CFF started linking to this site...maybe the priority rating system would bump cysticfibrosis.com to the top of the list. (they don't link to this site, do they?) They should!