This question is from MGMAT CAT.

The explanation says "The word “always” renders this choice incorrect. " However if line 35-39 is referred then use of always does make sense. Because line says that "firms that companies must hire to navigate complex web-tracking tools".

But I do agree that web-analytic technology is not a prerequisite for companies to advertise on pay-per-click search engines although it may be preferable (but this condition is not mentioned in the passage).

Please post the entire text of the problem (including the answer choices). We can't answer your question if we can't look at the problem. :)

If this is from a passage, which it sounds like it might be, then also post the relevant part of the passage (you do not need to post the entire passage!).

Though hailed as more cost-effective, Internet advertising has its limits. Proponents of print media argue that newspaper ads more effectively promote brand awareness and thereby provide better value. Further, fraud, intense competition, and the rise of ancillary services—such as firms that companies must hire to navigate complex web-tracking tools—render Internet marketing more costly than some companies realize.

Which of the following can be inferred from the passage about the use of pay-per-click search engines ads?

A) Most consumers that respond to these ads translate directly into paying customers.
B) Companies will incur relatively little cost for ads that attract minimal interest from consumers.
C) Companies with the most impressive websites will draw the most attention to their ads.
D) Companies with the best brands benefit the most from the ads.
E) Companies that use these ads always have web-analytic technology on their websites.

Based on bold line above, I see nothing wrong with E.

the problem is that you're reading too much into the word 'must'. that's an understandable mistake, but consider the following analogy:
the cost of athletic support staff, including rehabilitation specialists whom athletes must hire to help heal injuries, is higher than many believe it to be.
this doesn't mean that ALL athletes must hire these specialists - only the injured ones.
same deal here: all the companies that use the technology may well have to hire the companies, but that doesn't mean ALL companies.

subtle indeed.