I'm always planting my paddle in the wave and turning around that (heel-side), pushing myself through a turn with the paddle (heel-side) or leaning on my paddle during a turn (toe-side). I have both hands on the paddle at all times and just about every major turn involves my paddle in some way.
I like it because it feels comfortable and gives you extra drive as well as stability.
But that's just me - and how I surf.
Check out this vid of me riding a mal the other day. Look at my hands - I don't quite know what to do with them. It's because I'm so used to using my paddle to turn with now. It feels weird riding a 9ft+ board without a paddle now.
I wish I could ride my 6'4" shortbaord with a paddle.