For me, it is the idea of paying the same price for a digital comic that I would for the physical product. I set a money limit per month, which was fine for DC titles when they were released monthly. Now IDW and Image (perhaps others) with just see more of that business from me than they did before. I'm not really angry, just a little miffed that DC decided on this policy. At least Marvel, for example, has their unlimited option for reading comics six months late (or something similar) which is about the same as waiting for the trades.