. It would seem that Marvel is in the initial test stages of a system to give free digital copies to readers who buy a paper copy of their $3.99 books. They plan their initial test with the release of Avenging Spider-Man
It reminds me how many movies are packaged these days-- with the Blu-Ray, DVD and a digital.
The only downside seems to be, that in this initial test at least, the code will eventually expire.
Retailers are encouraged to participate (although some are rather upset by the whole notion) by a fifty cent rebate paid to them for every digital copy downloaded by their customers and future incentives will include the distribution of coupons redeemable at the brick and mortar stores.