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Marvel Digital Comics

I just read this story about Marvel Comics launching two new online only titles, an Iron Man story and a Hulk story. Each digital title continues the respective movie plots from this summer. I think that's a really interesting idea, but it costs $10 a month to access Marvel's online offerings. That's a steep price for this sort of thing, isn't it? I'm all for reading comics on the web, do it all the time myself, but $10 a month for just one company's titles seems way out there to me. I wonder how well this business model is doing for Marvel?