In conventional plays, geophysics provides the solution to "where to drill." In unconventional plays, geophysics generally provides the solution to "where not to drill." The value of using geophysics comes from mitigating risks and improving the NPV of the property. How much you spend on geophysics will depend on
a) the project economics
b) how many failures you can afford
c) how far below the type curve you can afford to risk, and
d) how much more operationally efficient you could be with integrated geophysics.