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I've never been on htmlcomics but I've seen other sites like it and I did not like the reading experience. each comic page was a new page so you were constantly loading pages, it was quite annoying.
I think by far Marvel has it right with their web application. Pay one flat fee and get access to their entire database. It still needs some work because it doesn't have everything on it and their equivalent iPad app does not connect you to your Marvel account but its a step in the right direction. At $60 for access to a full database of comics with a great app player its almost crazy not to use it just for the ease of use, having to hunt down comics online is way too time consuming right now, I think people would be willing to pay.
If comic book companies don't quickly move into a format similar to Marvel or collaborate with Marvel they will end up like Mp3s and now eBooks where people will find better ways to aggregate the information and the time investment in getting "free" comics will go down significantly.
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