It’s a sliding scale, where payment firmly pushes you in the more comfortable direction.
Also, the uncomfortable truth is that ransomware payments are very common. Not paying will make essentially no difference, the business would probably still be incredibly lucrative even if payment rates dropped to 5% of what they are now.
If there was global co-operation to outlaw ransom payments, that’d be great. Until then, individual companies refusing to pay is largely pointless.