Who is Paying for Comics on their Cell Phone?

From the Hurting comes a link to this San Mateo Times story on a company selling subscriptions to comics for your cell phone.

Putting comics on your cell is not all laughs for FunMail. FunMail pays the syndicators for the comics. The consumer pays the wireless carrier $2 a month per comic. The carrier pays FunMail three to four months down the road.

New and novel means of distributing comics is a great thing but who pays $2 a month, per comic, to read comics on their cellphone?