The real honest answer here is that all going to the $3.50 price point does is leave money on the table. It will ease your burden, but not by very much, but that’s 49 cents a copy that doesn’t go towards keeping your retailer open and doesn’t go towards maintaining Marvel’s publishing division. And honestly it won’t make you feel much better either–at that point, you’d just be asking why the books couldn’t be $3.25 or some such.

Nobody is in love with the price of pretty much anything, but we charge what we need to charge in order to maintain our operating margin and continue to do business. And in each and every instance, and I say this a lot, you and your fellow fans have the choice as to whether the experience is worth the price to you or it isn’t. You get the final say.