“I continue to believe that we need to be, for the health of the market segment, a non-disruptive force,” (comiXology CEO) Steinberger said. “We love comics, we want more comics to be made, we want creators to be rewarded, we want them to be focused on making more great creations for more people to get into comics to have more diversity. That’s the kind of circle of life that I’d love to see in this marketplace. And you know, it’s very difficult when all the risk sits upon the brick and mortar retailer. This can be a gateway, at a very inexpensive price, to get customers to end up at their local retailer buying trades and hardcovers and their monthly comics. And payment to the retailers that participated as an affiliate seemed super-important and absolutely the right thing to do.”